Scottish salmon takes the wrap in Waitrose marketing campaign

Called En Papillote, the technique is known for producing a rich, aromatic flavour. Waitrose.com says it has seen a surge in searches for “ready to cook fish” and “fresh fish” up 100% and 59% respectively over the last seven days. 

 

The marketing campaign also designed to help people overcome their fear of cooking fish.

 

The new products include Wild Garlic Scottish Salmon; Thai Green Inspired cod fillets; and Provençal Inspired Haddock Fillets.

 

Waitrose says the development follows the classic French style of cooking, where the fish is delicately folded into hand-crafted parchment paper parcels, then steamed to perfection with its own natural juices. 

 

Requiring no hands-on preparation, it’s ready to serve in as little as 20 minutes.

 

It also said it has been inspired by customer insights and designed to overcome the renowned ‘fish fear’, where many feel unsure how to cook fish, or are put off by its smell and texture - this range delivers the best in flavour and quality.

 

The fish is expertly crafted to steam in the tray, with the parchment paper retaining the natural juices of the fish, infused with aromatic seasonings, creating a rich, flavour packed sauce, ensuring a perfectly tender fish dish every time.

 

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.”

 

She added: “This new launch also taps into the growing popularity in French cuisine, with searches on TikTok for ‘French recipes’ racking up a total 169,000 views in the last week alone.”

 

The Scottish salmon dish comprises boneless salmon fillets cooked in wild garlic butter, hand-finished with cracked black pepper and chives - delicious with new potatoes and a green vegetable medley. There is also an introductory offer of £6 (regular price: £7.50.)

 

Waitrose is part of the employee-owned John Lewis Partnership.