'What's the Catch?' Gurnard by Aldi

Source: Aldi

Fish species gurnard, megrim sole, whiting & pouting are not commonly eaten in the UK

Aldi has introduced a range of lesser-known fish species to consumers with four new fresh SKUs made up entirely of bycatch fish.

The discounter’s new ‘What’s the Catch?’ range consists of refrigerated packs of gurnard, megrim Sole, whiting and pouting (rsp: £1.99/180g). These fish are often unintentionally caught in fishing nets.

The retailer claims the move is to “support British fisheries in sourcing more sustainable alternatives to traditional white fish”. 

“These fish taste every bit as good as traditional favourites like haddock, but are often thrown away by fishing crews because they’re not what we’re used to,” said Aldi UK’s managing director of buying Julie Ashfield.

“Our customers trust us to continue to offer outstanding quality food at unbeatable prices, and to do so whilst also sourcing sustainable British products. Our new ‘What’s the Catch?’ brand delivers on all fronts.

“We want to help our customers explore new varieties of fresh British fish whilst also ensuring we continue to strive towards our sustainable sourcing commitments.”