UK retailer Morrisons has announced that a team of over 1,000 trained fishmongers has a new mission to tempt Brits to the fish counter.
The in-store changes have started with a total makeover of all Morrisons fish, from the counter to the shelf. Customers will now have 425 lines of seafood to get hooked on, along with an array of 50 different fish varieties across the year, and the retailer says it will take the fear out of fish with some great new offerings.
These new features include pre-boned and skinned fish which is ready to go, bake in a bag ‘no touch’ options and ready-prepared meals all set to go in oven trays, as well as old favourites like hiring fish kettles for free. Pre-priced portions are also available to avoid any confusion caused by by-the-kilo pricing.
Morrisons is also the only supermarket in the country to own a seafood site, which not only supplies fresh fish to customers, but will also create around 160 jobs in the Grimsby area.
In-store fishmongers can provide customers with all the information they need - from helping to select the right fish for them to offering expert recipe advice to cutting, deboning and skinning the fish in store.
The retailer is also adding over 30 new products to its pre-packed fish range and improving more than 20.
Frank Green, head of seafood at Morrisons, said: “Morrisons has always been fantastic at fish, but today we unveil new products and even more investment in production and training to give customers a great range that is easy to shop.
“We know that our 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.”
