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Cheap fish sales are on the rise, says Waitrose
Fish priced at 59p per serving have seen a jump in sales, according to Waitrose. Demand for old-fashioned herring roe at Waitrose has jumped 39% so far this year compared to the same period of 2010.
The herring roe costs £3.99 per kilo, which is the lowest by weight of all the products sold at Waitrose fish counters.
Waitrose fish buyer Jeremy Langley said the high demand for herring roe was part of a wider trend for adventurous shoppers seeking nutritious, good value fish.
Langley said: “Sales of herring roe are up sharply this year, which must be because it’s a very good value product. Its been sold at Waitrose for many years so it’s significant that the cheapest product by weight on our fish counters is now becoming popular again.”
Around 150g of herring roe will serve one person, equating to a price of around 59p per portion. The growing popularity of this fish comes as Waitrose’ sales of other once-neglected varieties have increased.
The high profile Fish Fight campaign by chef Hugh Fearnley-Whittingstall has encouraged shoppers to try less popular pieces of fish to take the pressure off cod, haddock, salmon, prawns and tuna. British mackerel sales at the supermarket have more than doubled since January (up 105%), Cornish pollack has trebled, with a 207% sales upturn.
Source: Waitrose
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