New fresh fish range at MBL

MBL is re-launching its fresh fish range this month and returning it to Budgens own label.

Fresh fish buyer Phil Punter said: “Fresh fish is a high growth category, with health issues and consumer awareness of the benefits of Omega 3 currently driving demand for oily fish.”

MBL is re-launching fresh fish to create a ‘good, better, best’ offer in own label as well as some branded premium lines.

The basic good range will include everyday products such as Budgens Breaded White Fish and Scottish Salmon Steaks. Better will include fillets, oily and smoked fish and fishcakes. Best will include own label Tuna Steaks supported by the Bleikers range of smoked fish.

The new pack design allows for sourcing messages. Within the new range, all cod and haddock is line caught.

Kippers and mackerel will carry ‘high in Omega 3′ labels and the Marine Stewardship Council mark will appear on fish cakes packs.

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