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Household brands’ mascots have undergone a makeover ahead of International Women’s Day

He’s the jolly bearded Father Christmas lookalike who for decades has dominated the seas – and our TV screens – as the familiar face of Birds Eye frozen fish fingers.

But with a handful of fellow male advertising mascots Captain Birds Eye has been temporarily elbowed aside – and replaced with a more youthful female equivalent – in a new drive to highlight the lack of women fronting some of the UK’s top household brands.

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