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article image'Fish Fingers and Custard Day' launched with Doctor Who tie-in

By Mathew Wace Peck     Apr 3, 2013 in Food
Birds Eye have today launched "Fish Fingers and Custard Day", replacing Captain Birdseye with the Eleventh Doctor, as played by Matt Smith.
The change has occurred on a pack of the food company's famous Birds Eye Fish Fingers. However, "the move is only temporary", according to a report in the Grocer.
Further more, the design modification – which has not been officially sanctioned by the BBC – has appeared on only one pack of fish fingers.
"Only one edition of the Who-branded fish fingers has been produced," Birds Eye have confirmed, "and it’s been sent to Matt Smith himself, along with a year’s supply of fish fingers."
Birds Eye have launched "Fish Fingers and Custard Day" on 3 April to coincide with the third anniversary of The Eleventh Hour – Smith's first Doctor Who story, which was broadcast on Saturday, 3 April 2010 – and also to tie in with the show's 50th-anniversary year (Doctor Who was first broadcast on Saturday, 23 November 1963).
In The Eleventh Hour, the newly regenerated Doctor was seen eating fish fingers and custard with his young friend Amelia Pond (Caitlin Blackwood).
During the show's 50-year history, the Doctor and his companions are rarely seen eating food at all. However, in the early episodes, the Doctor's space–time machine, the TARDIS, was seen to contain a Food Machine: "a device in TARDISes which produced bars of food [...] engineered to replicate meals in flavour and nutrition". Occasionally, the Doctor will stop off for a meal but, more often than not, resorts to a bag of jelly babies – favoured by his fourth incarnation (Tom Baker), a stick of celery – as worn by the fifth (Peter Davison) – or a Jammie Dodger or two – the eleventh, again.
The current season of Doctor Who continues this Saturday with The Rings of Akhaten, by Neil Cross (Luther).
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