Sainsbury's stocks Reel Fish tuna lines

Ethical tuna brand The Reel Fish Company has won its third listing in the big four with a deal to supply 300 Sainsbury’s.

Launched last July, Reel Fish contains 100% Maldivian skipjack tuna caught by pole and line.

Last week’s listing follows supply deals with Tesco, Asda, The Co-op Group, Waitrose and Nisa. Sainsbury’s is stocking 198g cans of tuna steak in brine, in oil, and in spring water (all rsp: £1.89), as well as three-packs of each variant (rsp: £4.99).

Reel Fish’s quality proved a “huge differentiator”, said Reel Fish co-founder Bryn Scadeng. “All listings are important to a start-up business, and retailers have all been very supportive.”