You know you're getting old when Captain Birdseye is looking more dishy than fishy.
SITTING down at the captain's table has become a lot more appealing to some who might not have eaten a fish finger in a decade or three.
The new Captain Birdseye has been unveiled as hunky Italian actor Riccardo Acerbi.
The 56-year-old silver fox from Rome is at least 10 years younger than previous captains such as John Hewer, who played him between 1967 and 1998.
John died aged 86 a decade ago ago, with actors including Thomas Pescod taking over as the jolly seafarer.
Mitch Commins became the most recent Captain Birdseye in 2016 but bosses wanted a more modern face.
Birds Eye's Steve Challouma said: "Having grown up by the sea, Riccardo captures the essence of our much-loved captain and his love for the simple things in life - something many of us aspire to."
The 20-second ad aired for the first time last night on Channel 4, with a second airing tonight during Hollyoaks.
CLASSIC John Hewer
HOT STUFF Riccardo shares his fish fingers with a friend