Captain Birdseye dumped

Captain Birdseye appears to hvae been frozen out as the face of fish fingers.

Frozen food favourite Captain Birdseye is being demoted after 47 years as the public face of fish fingers in a STG16 million ($A29.97 million) shake-up of the brand.

A photogenic TV family will instead be put at the forefront of efforts to appeal to the digital generation. The new campaign has been dubbed The Food of Life and will use Twitter and Facebook alongside traditional television ads to extend the appeal of the cod snacks.

But Birds Eye owner Iglo Group UK insist that the seafarer is not being frozen out and will continue to promote fish fingers to the public.