Asda has listed seven new chilled fish lines from the Funky Fish Kitchen, the convenience fish range produced exclusively for it by Young’s Seafood.
The new products go on sale today (31 March) and comprise two ready-to-eat as well as five ready-to-cook products (two of which come in microwaveable packaging).
They are: honey roast salmon fillets with a sweet mustard & dill dressing and smoked salmon with a zesty lemon, lime & chilli dressing (both ready to eat); as well as trout fillets with lemon & Mediterranean herb butter ; cod fillets in cider , roasted shallot & chive beurre blanc sauce; smoked cod fillets with a sweet red pepper, garlic & chilli butter; cod fillets with a coconut, tomato, lime & chilli sauce; and fishcakes with a cheese , dill and tarragon sauce centre.
All the ready-to-cook products contain two portions; Asda will list a single-portion version of the smoked cod fillet at the end of April.
Young’s marketing controller Marina Richardson said the new products would help consumers “funk up their mealtimes”, adding “we’re committed to encouraging consumers to eat fish twice a week in line with government recommendations and these new products give consumers even more delicious flavours to choose from”.
The Funky Fish Kitchen was launched exclusively in Asda in September 2013, and is intended to encourage consumers to eat more fish by offering convenience formats.
Last week, Young’s new CEO James Hill told The Grocer he believed lunchtime and snacking products had strong potential for growing fish consumption in the UK.
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