It's the ultimate resurrection of a classic! Cod fish fingers are back - and they're bigger, better, tastier and more environmentally friendly than ever before! Yes NO CATCH, the multiple award-winning pioneer of sustainable, organic seafood, has turned the entire fish finger category on its head today by announcing the launch of its revolutionary NO CATCH…JUST FISH FINGERS - the world's first sustainable and organic all COD fish fingers.

More than just a makeover of the original 1950's food icon, NO CATCH…JUST FISH FINGERS are the ultimate healthy convenience food created to unleash the inner fish finger lover and 'out' the closet junkies of all ages.

Bigger and tastier than its competitors, NO CATCH…JUST FISH FINGERS are made from nothing but succulent, truly sustainable, organic cod wrapped in fresh golden organic bread crumbs - totally free from artificial colourings and flavourings. You won't find NO CATCH…JUST FISH FINGERS in the frozen section of the supermarket either. These fish fingers are fresh and are the first value added product of its kind to be found in chilled fish counters.

As the latest addition to the hugely successful NO CATCH product 'family', which is backed by 14 awards for taste, environmental and fish welfare friendly credentials, consumers can also be certain that NO CATCH…JUST FISH FINGERS are of the highest quality. Both the Organic Food Federation and Friend of the Sea have given their stamp of approval.

Karol Rzepkowski, managing director of NO CATCH said:

"NO CATCH…JUST FISH FINGERS are our coolest product to date. We've created them using the highest quality fresh cod to offer environmentally-conscious consumers a really delicious, healthy convenience food. Our fish fingers appeal to all ages and are fish-friendly with minimal impact to the environment, however one word of warning - their taste really is addictive!"

Consumers recognise sustainable seafood sourcing is vital for the future existence of our fishy friends and there's now huge consumer demand for sustainable alternatives to wild fish - NO CATCH meets this demand. It has developed highly innovative aquaculture techniques to ensure not only the highest quality and delicious products, but also guarantees optimum care for the fish and the environment.

To coincide with the launch, NO CATCH has also updated its hugely successful consumer site, www.nocatch.co.uk and created a dedicated site www.ilovefishfingers.com, a cutting edge 'edutainment' channel for fish finger lovers the world over.

ENDS

Notes to Editors:

About NO CATCH

Based in the heart of Shetland, NO CATCH has introduced groundbreaking techniques to create the world's first sustainable, organic cod and the UK's first sustainable, organic sea trout. Monitored by an in-house team of experts, NO CATCH is committed to developing new research into sustainable and organic fish farming while protecting and enhancing the welfare of fish whilst minimising any potential environmental impact. The company exceeds regulatory standards and works in close association with environmental organisations including the Marine Conservation Society, Organic Food Federation, Friend of the Sea and the RSPCA and Greenpeace regards it as among the best aquaculture practice in the industry.

Accreditations and partnerships:

NO CATCH works with a number of leading organic associations, environmental and animal protection agencies to ensure its organic cod meets and exceeds the most stringent of environmental standards while protecting and enhancing the welfare of the fish.

"We are impressed with the level of commitment shown by NO CATCH and applaud it going the extra mile to make its operations organic." Organic Food Federation.

"No CATCH is investing both time and technology into monitoring the welfare of its fish. The RSPCA is happy to continue working with a company who attach such importance to the welfare of the fish in their care." RSPCA

"It is extremely encouraging that NO CATCH has proactively approached the RSPCA to seek advice on those practices which will optimise the welfare of the fish it is producing. Such an approach has already started to yield potential welfare benefits through a number of innovative techniques, such as providing an enriched environment for the fish which satisfies their inquisitive nature." RSPCA

"It is encouraging to see how a company like NO CATCH has managed to provide consumers with a sustainable alternative to bottom trawled depleted cod. The implementation of organic principles and use of trimmings for feed makes this initiative even more significant. Friends of the Sea urges retailers to include NO CATCH…JUST COD on their shelves and other producers to follow NO CATCH principles." Friend of the Sea

Awards:

NO CATCH has won 14 awards since the launch of NO CATCH…JUST COD in May 2006, including:

- Three awards at the Scottish Food and Drink Excellence Awards 2006: The Supreme Award (for the best food and drink product in Scotland) as well as the Fish and Seafood and Food Service Product categories
- The Highlands & Islands Business Award for Excellence in Environmental Sustainability at the Scottish Council for Development and Industry Highlands & Islands Annual Dinner and Awards
- The Crown Estate Marine Business Award, Crown Estate Business Awards 2006
- The Entrepreneurial Award, Crown Estate Scottish Salmon Awards 2006
- The Sliver Award, Soil Association Organic Food Awards 2006
- The Marketing Award , Highlands and Islands Food and Drinks Awards
- Fusion Innovation Award
- Aquaculture Producer Award, Seafood Awards 2007, organised by Seafish
- Innovation Award, Aquaculture Today Fit for the Future Awards 2007
- Marketing Achievement Award, Marketing Excellence Awards 2007
- Best of Previous Year's Winners Award, Scottish Food & Drink Excellence Awards 2007

Stockists:

NO CATCH…JUST FISH FINGERS will be available in 150 Sainsbury's stores from 24th September and 450 Tesco from 3 October, as well as Morrisons, Booths, Planet Organic and Wholefoods stores, in convenient 300 gram packs of six.

For more information please contact ING MEDIA:

Sophie Hayes
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M: (0) 7917 65 3 160
Sophie@ing-media.com
Tim Pilgrim
P: +44 (0) 207 247 8334
M: 07985 267 946
Tim@ing-media.com
Leanne Tritton
P: +44 (0) 207 247 8334
M: (0)7747 104 435
Leanne@ing-media.com
Fola Odumosu
P: +44 (0) 207 247 8334
M: 07939 560 303
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