ASDA introduces UK's first 'cook in the bag' fish product – Fishupdate.com

ASDA introduces UK’s first ‘cook in the bag’ fish product Published:  13 February, 2007

MSC pacific cod is now available in an oven proof bag from today.

The new bag enables customers to put fresh fish straight into the oven at home without the need to place it in a baking tray or poaching skillet.

The ‘cook in the bag’ product comes with cooking instructions attached, and is simply placed into a hot oven where it cooks in its own juices.

The new bags have been developed in conjunction with Dawnfresh Seafoods, and are a practical alternative to the existing Thermo wrap that is currently used on most supermarket fish counters.

Emma Alam, marketing manager for chilled foods at ASDA said: “The new cook in the bag product is a convenient solution for customers that are in a hurry or for people who don’t like handling raw fish.

“It is also one of the healthiest ways to prepare fish as it cooks in its own juices – and the end result is mouth watering.”

The cook in bag product will initially be offered to customers purchasing MSC certified Pacific cod. ASDA is planning to monitor customer feedback carefully before extending the trial to other products in its range.

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