Asda revamps fish counters

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Asda is overhauling its fish counters with a new three-step system of buying fish in a bid to boost sales and improve its quality credentials.

The service, launched in 302 stores today, lets consumers choose from 20 varieties of fish and a selection of 11 ‘Chosen by you’ marinades, sauces, flavoured butters and crumb toppings. Shoppers can also choose to have the fish served in a microwave bag, oven bag or BBQ foil tray. The service will cost £4 for two fish portions (including container and flavouring).

It follows earlier trials at four of the retailers’ stores, which lead to a 15% increase in sales.

“Introducing the Chosen by you range of complimentary sauces and cooking methods gives our customers added convenience at no extra cost,” said Jill Skipsey, Asda’s fish counter buyer.

The move comes after online research by YouGov, and commissioned by Asda, found one fifth of Brits do not buy fresh fish because they are put off by the smell and feel of raw fish and lack confidence in preparing and cooking it.

Asda has invested £1.6m in developing the fish counters.

Readers' comments (3)

  • Anonymous

    I think special fish monger craig duffy, who works in rochdales asda store deserves fish monger of the year, he provided me with excellent customer service. I had no bones in my salmon fillet.

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  • Anonymous

    why have you withdrawn the teriyaki sauce?

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  • Anonymous

    Could you advise which asda stores near DL1 have a fish counter please? I have been to 3 and no fish counters. Thanks

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