Sobeys Introduces The Seafood Steamer

Seafood Steamer

Canadian grocer Sobeys has introduced a new The Seafood Steamer designed to help customers enjoy perfectly cooked seafood in just minutes. What’s the secret? A convenient oven-safe bag that’s inspired by the classic French cooking method en papillote, which is used to steam fish in a parchment paper pouch. The Seafood Steamer takes the guesswork and mess out of once-complicated seafood and the result is deliciously moist and tender seafood cooked at home, every time.

The Seafood Steamer is as easy as 1, 2, 3…

Choose your seafood and seasoned butter.
Visit the seafood counter at your local Sobeys and choose your favorite fish or seafood. Pair your selection with a pat of seasoned butter: Choose from Salted, Lemon & Dill, or Garlic & Parsley.

We bag it, then seal it up for you to take home.
Once you’ve made your selection, our seafood experts will seal it up and send you home with seafood that’s prepped and ready to cook in the oven-safe Seafood Steamer bag. With all the mess and cooking confusion taken care of, enjoying seafood has never been so easy.

Just cook the bag.
At home, all you have to do is cook the bag in the oven. No mess, no prep. Just follow the cooking instructions on the back of the bag, and once cooked, remove it from the bag and enjoy flavorful and perfectly cooked seafood.

Not only is the Seafood Steamer easy and delicious, it’s convenient too. Most cuts take less than 20 minutes to cook in the oven – that makes it a fast dinner solution on busy weeknights. Plus, the fishy smells are locked inside the bag, making it a great lunch option for the office. Paired with a simple salad or served over a bed of rice, a wholesome meal is just minutes away.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.