WAITROSE has launched a new range of fish ‘delicately’ folded into hand-crafted parchment paper parcels in a bid to help some customers overcome ‘fish fear’.
Inspired by the classic ‘En Papillote’ French style of cooking, Waitrose explained that the method allows the fish to be steamed to ‘perfection’ in its natural juices – whilst requiring no hands-on preparation.
The supermarket said that the move is inspired by customer insights, with many feeling unsure on how to cook fish or being put off by the smell and texture – with its website seeing a surge in searches for ‘ready to cook fish’ and ‘fresh fish’ by 100% and 59% respectively over the last seven days.
Natalie Kelsey, product developer at Waitrose, said, “We are delighted to launch the first fish ‘En Papillote’ to the market – an easy, healthy and delicious option that suits our customers’ busy lifestyles.
“Overcoming the dreaded ‘fish fear’, this style of cooking allows the freshness of the ingredients to truly shine. As the perfect mid-week solution, I love to serve mine with wholegrain rice, egg noodles or veggies for the perfect balanced meal.”
