Iceland has expanded the premium meat and fish range it launched earlier this year with five new seafood lines.
The new additions to the range - which was the focus of a TV ad push in February - went on sale this week and include whole fresh frozen Dover sole (rsp: £8/380g), red snapper fillets (£5/500g), squid tubes (£1.35/400g), part prepared sea bass (£5/500g pack of two), and MSC-certified cod loins (£10/1kg five-pack).
The retailer said the range was frozen within hours of being caught and in some cases frozen while still at sea.
“So-called fresh fish can take well over a week to reach the shop counter,” said Iceland joint MD Nigel Broadhurst.
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