lighthouse bay lidl fish

Lidl has revamped its fresh fish proposition with the launch of new own-label range Lighthouse Bay.

An MSC-certified pack of South African hake fillets was the first product to launch under the new brand this week (rsp: £2.49/230g), and will be followed by other fresh fish SKUs as Lidl retires its Harbour Fresh brand.

The hake SKU is Lidl’s 29th MSC product and can be microwaved in its packaging to make it easier for busy shoppers to eat healthily and includes bold species colour coding on pack.

It would appeal to “busy shoppers looking to eat healthy”, said senior buying manager Alexandra Scholes, who added: “We may well sell a product at incredible value, but that doesn’t mean we settle for anything less than the top level of sustainability.”

Lidl also plans to use MSC hake for its weekly specials, adding sauces, butters and marinades.

“Lidl has a long history of supporting sustainable fishing and this latest range will take that support even further,” said MSC programme director Toby Middleton. “Hake is a fantastic fish and the South African fishery has made enormous improvements through its certification, this is a great start to a promising new range,” he added.