John West has hired the star of Channel 4’s Sunday Brunch, Simon Rimmer, to concoct some recipes to promote its new canned mackerel range.

The three-strong grilled, smoked and peppered mackerel range rolled into Tesco stores this week (rsp: £1.69 for a 110g can).

Rimmer’s recipes would “educate and inspire consumers on how to use mackerel and showcase that it is versatile and delicious”, said senior brand manager Katy Oliver.