Asda's first fish counter concession has outperformed the previous Asda offer, the supermarket has admitted.

The Riddlers branded counter in Asda's Newton Abbot store opened eight weeks ago and is run by a local fish processor. "It is their product, their staff and it is taking far more money than our previous Asda counter ever did," said Paul Dover, Asda's head of local sourcing.

Riddlers used to run fishmongers in Devon but, ironically, closed its shops in the face of supermarket competition.