While ‘gold garlic bean vermicelli cod’ might not be a winner in western consumer markets, it’s the killer recipe that a leading Chinese seafood processor/distributor has come up with to market Norwegian cod to domestic consumers.
Packed in 135g boxes, the pre-cooked product is being launched this summer in supermarkets and in stores operated by Spring Foods, the Qingdao-based firm which operates the ‘Ai Chi Yu’ (literal translation ‘love to eat fish’) brand.
Microwaveable in four minutes, the cod is being marketed under the firm’s ‘True Cod True Love’ slogan, which stresses the North European provenance of the fish.
