An Italian actor has been picked to be the new Captain Birds Eye as the frozen food giant replaces their former skipper with a younger model.
Birdseye has given its iconic fish finger flogging seafarer an £8million face-lift with a new ad campaign launching tonight.
Riccardo Acerbi, 56, will play the captain after being picked for his younger, rugged good looks.
Riccardo Acerbi, 56, will play the Captain Birds Eye after being picked for his younger, rugged good looks
He replaces retired fishery worker Mitch Commins, who took on the role aged 68, less than two years ago.
An insider said the company ‘wanted to evolve the captain into a more contemporary version’.
The original Captain Birds Eye, John Hewer, appeared on our TV screens between 1967 and 1998. He died in 2008, aged 86.
Mr Acerbi replaces retired fishery worker Mitch Commins (pictured), who took on the role aged 68, less than two years ago
The original Captain Birds Eye, John Hewer, appeared on our TV screens between 1967 and 1998
Mr Acerbi is not the first young captain, with 31-year-old Thomas Pescod taking the helm in 1998.
However, the move turned out to be a flop and Captain Birds Eye disappeared from our screens for nearly 15 years.
The new captain makes his debut at 6.45pm today in a 20-second ad during Hollyoaks, on Channel 4.
He is shown jumping into the cold sea on a hot day with his grandson, before tucking into a plate of fish fingers.
Mr Acerbi is not the first young captain, with 31-year-old Thomas Pescod taking the helm in 1998
Mr Acerbi landed the coveted role after rigorous auditions.
His affinity for water sports including sailing and canoeing, equipped him with the necessary seafaring qualities, Birds Eye bosses said.
Unlike his predecessor, Mr Commins, who admitted suffering from seasickness.
A Birds Eye spokesman said: ‘With almost 35 years’ experience in front of the camera, Riccardo nabbed the role following a rigorous audition process at which he impressed Birds Eye with his genuine approach to portraying the Captain and love of the sea.’