Waitrose has reported growing demand for tinned fish, with sales of mackerel and anchovies both rising by 17 per cent in the last year, building on the buoyant sales of 2020. Customers have also continued to buy tuna, which saw a sales uplift of 500 per cent during the first half of 2020 due to its versatility and strong sustainability credentials.
Martyn Lee, Waitrose & Partners Executive Chef said: “Tinned fish is a hugely popular, even elegant, delicacy in Europe, which has reached cult status particularly in the cafes of Lisbon and Barcelona. I recommend keeping a few tins of excellent quality fish in the cupboard, so you have a delicious, flavour-packed ingredient ready to be the star of your meal whenever you need it. I love tinned mackerel with No1 olive oil, chilli and garlic with fresh parsley, which makes for a delicious simple supper.”
As well as being a gourmet hit, tinned fish is a great choice for the ethically-minded consumer. All of our tinned fish is responsibly sourced and MSC-certified, cans are easily recycled and tinned fish is renowned for its long shelf-life, which helps in the fight against food waste.
Tinned fish also has an army of culinary fans including Nigella Lawson, who devotes a whole chapter to anchovies in her best-selling book Cook, Eat, Repeat, and chefs Sarit Packer and Itamar Srulovich of critically-acclaimed London restaurant Honey & Co, who recently described sardines as a dream for summer holidays.
Our customers have been seeking out further inspiration on Waitrose.com with views of a Quick Tapenade recipe which contains tinned anchovies up 140 per cent year to date vs. last year, views of Sardine Bagels, the perfect inspiration for a quick and easy working from home lunch up 29 per cent and views of the Sicilian Sardines and Fennel Pasta up 21 per cent.
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