Sainsbury’s promotes ‘lesser known’ fish

SAINSBURY’S has launched a new fresh fish scheme in a bid to persuade customers to try alternative British fish species, all of which are wild caught off the south west coast.
Called Fishmonger’s Choice, it includes fresh British species such as whiting, monkfish and Dover sole, which are being made available in more than 200 stores across the UK.
Sainsbury’s says the type of fish available will vary according to the seasons, offering customers new species throughout the year, when they’re at their best and most abundant.
Monkfish and Dover sole are available all year round, while whiting, the often underrated member of the cod family, has a shorter season of only November and December.
From 2018, the range will include British Pollack, followed by hake and ling later in the year.
The retailer believes that with the most British consumers sticking to the five species of fish and seafood most commonly eaten in the UK – cod, haddock, salmon, tuna and prawns – it’s clear there is a ‘fear factor’ in trying new species.
Insights from Sainsbury’s indicate this is mainly down to not knowing how to prepare the fish. The new labelling used in the Fishmonger’s Choice range offers helpful tips on pack, such as ‘Cook me like cod’ for the whiting fillets, and ‘Cook me like prawns’ in the case of monkfish.
Ally Dingwall (pictured), Sainsbury’s aquaculture and fisheries manager, said: ‘Fish consumption in the UK is still concentrated on the Big Five – they make up around 70 per cent of our volume sales. So we’ve launched this new range to help shift perception of lesser known species.
‘It’s about making fresh, seasonal, British fish readily available to customers and offering more approachable formats of species like whiting and monkfish, so that they can purchase and prepare it with confidence.
‘Our recent work on Cornish sardines is evidence of where this has already encouraged customers to broaden their horizons.’