Seafood supplier Simpson's is claiming an industry first with a range of long life breaded fish and fish cakes.

The ranges, which include fish cakes as well as fillets of various species, have a chilled shelf life of up to 15 days as the result of a pre-cooking process. This is more than double the shelf life of other breaded lines.

This, says Simpson's, means that wastage is ­dramatically cut, boosting retailer sales and profitability and helping suppliers avoid wastage charges, which can be particularly high for NPD.

It also gives the line appeal for the convenience sector, which Simpsons has in its sights. Listings are already gaining momentum in the supermarket sector.

MD Dean Simpson said: "We are looking to wider listings in c-stores and believe that we are the first to market with this length of shelf life. We are also happy to provide a point of difference through branded or own label ranges in various pack sizes."