Sainsbury’s First with Year-Round Fresh Kippers.. and a tip for keeping the smell away – Fishupdate.com

Sainsbury’s First with Year-Round Fresh Kippers.. and a tip for keeping the smell away Published:  28 September, 2011

A quintessentially British breakfast favourite is now available 44 weeks a year, thanks to a new Sainsbury initiative to extend the availability of whole fresh kippers on its fresh fish counters.

Traditionally, the end of the largely Scottish herring season in September has marked the end of fresh supplies to supermarket fish counters.   Kippers and fillets produced from frozen herrings then take over in the Sainsbury’s pre-packed fish aisles until the Scottish season starts again in June. 

Working with a new supplier, Danish herring will land throughout the winter and early spring having been prepared in Denmark before delivering them to the UK.  Within two days of catch they will be smoked and prepared for sale on Sainsbury’s 390 fresh fish counters.

Andy McTeare, Sainsburys counter fish buyer said: “We know our shoppers love whole fresh kippers but until now supplies have been limited to a few months a year. Working with a supplier that’s so close to our shores means we can offer an almost all-year-round offering for customers.

With a commitment to offering fresh fish on our counters, it’s great to see a new product launch that re-enforces this.”

Aggie MacKenzie, continues with a top tip for preparing kippers at home, “Simmer some cloves, cinnamon and orange rind in a little pan of water to get rid of any lingering smells.”

Fresh Danish kippers are now in store and priced at £7 per kg.