Jill Skipsey

Asda’s fish counter buyer Jill Skipsey

Frozen fish suppliers must feel they are swimming against the tide. Little wonder, when you consider the strength of Asda’s new Fish Made Simple range, which has helped the retailer’s fresh fish sales leap 12% year-on-year by value since launch.

The premise is simple: choose from an array of more than 20 varieties of fish from Asda’s fish counters select a butter, crumb, sauce or marinade to accompany and then pick from oven bag, BBQ tray or microwave bag for hassle-free preparation. And, hey presto, fish made simple!

Judges felt the new line would encourage shoppers to step outside their comfort zone and try something different.

“We are particularly impressed with how simple and elegant the system is,” said one. “In many ways, this is the evolution of what Asda has been doing so well on its pizza counter - giving customers a wide choice, in a convenient format, at a good price.”


The Grocer Gold Awards 2013 - Grocer of the Year