Morrisons has announced a new drive aimed at encouraging Britons to eat more fish.
The supermarket revealed a number of in-store changes are being made in an attempt to get customers trying more seafood through great value and fish counter expertise.
Shoppers now have 425 lines of seafood to choose from at Morrisons, with 50 different varieties of fish being made available throughout the year.
In addition, complete makeovers have been given to both the counters where consumers can pick up this produce and the shelves on which they are sold.
To entice shoppers to experiment with different types of fish, the supermarket has unveiled a number of new offerings aimed at making purchasing and consumption simpler processes.
People can get their hands on pre-boned and skinned fish that are ready to go, ready-prepared meals for oven trays and bake in a bag ‘no touch’ products.
Frank Green, head of seafood at Morrisons, said: “Customers find fish a bit daunting and that’s why we’re doing everything we can to try and make it as simple as possible for them to buy, cook and enjoy it.”
