Source: Ocado/Ocean Fish

The Ocado range focuses on sustainably sourced British fish, the majority of which is landed in the south west of the UK

Cornish seafood and processing company Ocean Fish has sealed a major supply partnership with Ocado that will see 27 new lines listed by the online retail giant.

Under the deal, Ocado will sell the products under its own-label brand Fish Market, as well as the new Hook, Line and Sinker added-value seafood brand that Ocean Fish first unveiled last June.

The Ocado range would “focus on sustainably sourced British fish, the majority of which will be landed in the south west of the UK”, the supplier said.

The new Fish Market lineup will promote British species such as dover sole, plaice, MSC-certified hake and sardines, lemon sole, monk fish and megrim – known in Cornwall as Cornish sole. Ocean Fish said each species would come in “a couple of cuts”, giving customers the choice of purchase and adding “a local fishmonger feel to the range”.

“Tasty, easy-to-cook recipes” from Cornwall-based chef James Strawbridge had been created “to complement the range and help dispel the fear consumers often have when cooking fish”, the supplier added.

Ocean Fish aims to net Brits with GB-caught Hook, Line & Sinker fish brand

Hook, Line and Sinker, meanwhile, features British fish species with marinades and butters, all of which were “quick to cook and easy to prep”.

The range would also showcase some of the species landed by Ocean Fish’s fleet of boats into south west ports daily, it said – which are processed in Cornwall and then delivered to Ocado, ensuring total visibility “from catch sector through to baskets”.

Ocado said the launch represented a bid to “cut the distance between net and plate” and to “inspire the people of Britain to fall in love with British fish”.

Ocean Fish head of retail Victoria Townsend said the supply partnership was “an opportunity to promote some of the fantastic species that are landed on our shores daily. We are on a mission to inspire the people of Britain to fall in love with British Fish”.

The new range would allow Ocado to offer its customers “a fishmonger experience with just a few clicks”, said the retailer’s buying manager for fish Martha Springham.