Fish Said Fred Range Shot

Source: New England Seafood International

The supplier said the new range represented the first time UK shoppers could buy responsibly produced ACS-certified sea bream and sea bass

Fish processor New England Seafood International has launched Fish Said Fred, a new sea bream and sea bass farmed fish brand created with accessibility and simplicity in mind.

The brand consists of four chilled Aquaculture Stewardship Council-certified, ready-to-cook variants: Sea Bass Fillets (rsp: £5.49/180g), Sea Bass with Lemongrass & Chilli Butter (rsp: £5.99/210g), Butterflied Sea Bass with Lemon (£6.99/225g) and Parsley and Sea Bream Fillets (£5.49/180g).

Named after NESI founder Fred Stroyan, the brand’s Turkey-sourced fish went on sale in Ocado earlier this month. Each pack contains two fish fillets and provided “the perfect portion size for households”, NESI said.

Described by the Surrey-based processor as a “game-changing launch”, the brand represented the first time UK consumers could buy chilled and responsibly produced ACS-certified sea bream and sea bass, it added.

The products helped “take away the risk and confusion that shoppers can experience when buying fish”, it claimed, while also marking a new direction for NESI, which largely specialises in supplying own label fish to the mults.

“Our friendly attitude, approachable feel and ASC certification will ensure that the Fish Said Fred brand has wide-ranging consumer appeal” said NESI brand manager Josh Niemiec.

“We created Fish Said Fred to help make the consumer experience of shopping for and cooking with fish as simple and easy as possible,” he added.

“We are delighted to be launching in Ocado and we can’t wait to unhook our exciting marketing support programme, which will get consumers really engaged through our boatload of online recipes, tips and inspiration.”