The food restrictions during and after WWII expanded the consumption of fish fingers, but companies struggled to maintain decent quality.[3][4] The commercialization of fish fingers may be traced to 1953 when the American company Gorton-Pew Fisheries, now known as Gorton's, was the first company to introduce a frozen ready-to-cook fish finger; the product, named Gorton's Fish Sticks, won the Parents magazine Seal of Approval in 1956.[5][6]