Simpson Seafish has launched smoked skinless and boneless cod loin in pre-packed form in Asda stores.
Smoked cod loin is already a major seller on fish counters in loose form.
Sales of the prepack form have exceeded expectations and have not impacted on other smoked items, said the company.
Commercial director Ivan Jaines-White said: "Some migration of purchase is considered when introducing similar product but we are delighted with the performance of this line while maintaining volume across the range."
Simpson Seafish is also a supplier to Brakes & M&J Seafoods.
It recently gained an Asda suppliers award, as well as the British Retail Consortium Higher Level and Seafish Processors Higher Level awards.
The company's Smoked Product range will be exhibited at IFE in March.