It was thanks to the wholesaler’s partnership with Unique Seafood that it was able to expand its offer significantly enough to provide these premium products, it said.
JJ Food Service announced a sourcing and supply chain agreement with the fish distributor in February, merging Unique’s London and South West depots with JJ’s distribution network.
New IQF products are frozen at sea after being caught with baited hooks, which is generally considered a more sustainable method of fishing in place of using large trawling nets.
Ali Guvemli, chief products officer at JJ Food Service, said: “The fish are less stressed so you end up with a better quality product. Each fillet [of IQF skinless and boneless cod] is frozen separately from all the others, helping to support portion control and reduce food waste.
“Freezing can help to retain vitamins and minerals and can be lower cost than fresh varieties,” he added.
JJ was recently named as one of the most profitable businesses in the UK by The Sunday Times following profit growth of 66.38%.
It has similarly expanded its fruit and vegetable, meat and own-brand lines over the past year, as well as launching a new app enabling customers to order online and a new website.