Tesco: UK Shoppers Take to Pouting (Of the Fishy Kind)

LONDON, March 10, 2011 - Since going on sale at 400 Tesco stores six weeks ago, pout fillets have
already achieved 50 per cent of sales of cod fillets. Chef and sustainable
fishing campaigner Hugh Fearnley-Whittingstall hails the news as "brilliant".

Pouting is on trend to be as big in fishing as it already is in fashion.

But Pouting, or pout as it is also known, has become the UK's most in
demand new fish variety.

Not only does it taste good but it is cheaper and more sustainable than
cod to which it is related because it is not a targeted species.

Since going on sale at Tesco (www.tesco.com/) six weeks ago,
demand for pout fillets have been such a hit with shoppers that it has
achieved 50 per cent of sales of cod fillets - the UK's most popular white
fish.

Said Tesco counters customer manager Sophie Williams: "For a fish that
many people had never heard of before this year Pouting's overnight success
has become one of the UK's greatest food hits of 2011.

"Pouting is appealing on many levels but money-savvy shoppers like it
because it is comparatively cheap and nutritious while those with an ethical
conscious favour it because it is not a targeted species.

"The huge sales we're seeing for pout at the moment are also great news
because it means pressure being taken off the UK's most popular white fish
which are cod and haddock."

It is a wild species found in European waters from as far north as Norway
extending all the way down to southern Spain. It is also the most common
species of fish found around the coasts of the UK.

It is caught predominantly in shallower, inshore waters around the
southwest of England and often a few metres from the shoreline.

Young fish grow rapidly in these rich, coastal waters, reaching maturity
within 12 months and growing to 30cm in length at their largest. Their common
size is around 20cm.

The chef and campaigner Hugh Fearnley-Whittingstall has welcomed the
news.

He said: "One of the biggest thrills of the Fish Fight campaign for me
has been the way the public has responded to the challenge of eating a wider
variety of more sustainable fish species.

"The fact that in the 400 stores where they are selling it, Tesco's sales
of Pouting are now 50 per cent of their cod sales is brilliant news.

"As it happens, Pouting is a fish I love to catch and eat here in the
South West - it's a highly underrated close relative of cod, and just the
kind of fish we should be eating more of."

The fish is sold filleted by Tesco in 400 stores and is available either
natural or smoked and with a choice of skin on or skinless.

Pouting costs GBP5 per kilo for skin on natural fillets and GBP6 for
skinless fillets. Smoked Pouting is GBP6 for skin on and GBP7 for skinless.

In comparison, cod costs GBP9 per kilo, haddock costs GBP8 per kilo and
salmon portions costs GBP12.50 per kilo.

For more information please contact Mike Baess on +44(0)1992-646079 or Tesco Press Office on +44(0)1992-644645.