Supermarket Aldi UK is launching ‘What’s the Catch?’, a new fresh fish private brand range developed to support British fisheries in sourcing sustainable alternatives to traditional white fish.

The new launches, which will be in store as Specialbuys from Thursday 16th May, will include four, easy-to-cook white fish alternatives including; Whiting, Gurnard, Pouting and Megrim Sole – for just £1.99.  Known as “by-catch”, they are often found while fishing for favorites such as cod, haddock and sole.

Julie Ashfield, Managing Director of Buying at Aldi UK, said: “These fish taste every bit as good as traditional favorites like haddock, but are often thrown away by fishing crews because they’re not what we’re used to.

“Our customers trust us to continue to offer outstanding quality food at unbeatable prices, and to do so whilst also sourcing sustainable British products. Our new ‘What’s the Catch?’ brand delivers on all fronts. We want to help our customers explore new varieties of fresh British fish whilst also ensuring we continue to strive towards our sustainable sourcing commitments.”

Julie Ashfield, Managing Director of Buying at Aldi UK

Although Whiting, Gurnard, Pouting and Megrim Sole aren’t commonly eaten in the UK, they are popular in European markets where most of the ‘by-catch’ is often sold.  The flavor profiles of these alternatives are comparable to well-known white fish such as monkfish, dover sole, cod and haddock.

  • British Gurnard (180g, £1.99) – a firm fleshed fish similar to monkfish
  • British Megrim Sole (180g, £1.99) – similar to a delicate Dover Sole fillet
  • British Whiting (180g, £1.99) – with a similar subtle flavor to Cod
  • British Pouting (180g, £1.99) – a flaky and sweet haddock-like fillet

Aldi was named the best British supermarket in 2018 for sustainable fish by the Marine Stewardship Council (MSC) with 79% of its range being certified as sustainable.

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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.