According to research carried out by Morrisons, the average British consumer cooks a fish dish about once a month. This led Morrisons to completely overhaul its fish selection by offering 50 different fish varieties, as well as developing ways to take away the fear of preparing it.
New features will include pre-boned and skinned fish, which Morrisons said is ready to go; bake-in-a-bag “no touch” options; ready-prepared meals in oven trays; and the option of hiring a fish kettle for free.
The fish “mission” also aims to bring stores closer to the source than ever before, as the chain will be opening its own factory in the port town of Grimsby.
Head of seafood at Morrisons Frank Green said: “Morrisons has always been fantastic at fish, but today we unveil new products and even more investment in production and training to give customers a great range that is easy to shop.
“Top-quality products such as our Salmon, Spinach & Gruyere Fishcakes with a melting Gruyere centre and our improved Oak Smoked Salmon will help our more reticent shoppers try new ideas.
“We know that our customers find fish a bit daunting and that’s why we’re doing everything we can to try and make it as simple as possible for them to buy, cook and enjoy it.”