Morrisons is relaunching its entire chilled fish category with a new focus on quality - and says it’s paying for the changes with money saved by sourcing seafood direct.

It is adding 30 new products, improving over 20 and overhauling the packaging and merchandising of the entire range.

The relaunch would bring significant quality improvements, said head of seafood Frank Green.

Morrisons had removed all the brown meat from its own-label smoked salmon without increasing the retail price, he said.

It had introduced Loch Duart smoked salmon - sold in high-end restaurants and delis as well as Waitrose and Tesco in Scotland - making it the only mult to stock it in England.

The retailer had also added new flavours such as piri piri to its smoked mackerel range and introduced added-value boneless smoked mackerel strips.

Morrisons launched its own seafood manufacturing business after acquiring an empty factory in Grimsby this year. “Pretty much all of the buying benefits that have come out of direct supply have gone into product quality,” said Green.

The relaunch includes a ‘bag and bake’ service across 450 stores, allowing shoppers to choose from a choice of three rubs or three butters at no extra charge. It is similar to Asda’s Fish Made Simple concept launched in March, and Waitrose’s Garnish & Go.

Tesco this week announced a revamp of its fish, meat and poultry ranges, including new packaging, signage and improved fish coatings.