Press Centre

John Dory and Dover Sole


  • 76% of Brits struggle to name John Dory as a type of fish
  • 24% think it’s the name of a politician, while 14% opt for England footballer
  • 41% of shoppers believe Dover Sole is a seaside town

Asda launches John Dory and Dover Sole for a snip of the price of posh retailers

According to a quarter of Brits, John Dory – the meaty, white fish – is actually a politician. And 14% believe it to be an England footballer, according to new research out today.

Mum’s favourite supermarket, Asda, commissioned the poll to coincide with the launch of the fish in stores today, and it revealed that a whopping 76% of shoppers were unaware that John Dory was a type of fish. A further 12% guessed it was a singer and 9% believed it to be a brand of whisky.

And it’s not just John Dory that has Brits o-fish-ally confused. 41% of Brits named Dover Sole – a delicate fish enjoyed by the Queen, also launching in store today – as a seaside resort in southern England, with one in 10 thinking it was a music genre.

And it’s this very reason that Asda has made the move to launch the two varieties in-store, to help bring restaurant-favoured foods often associated with TV chefs to the mainstream without the celebrity price tag, for all to enjoy.

Popular with chefs because they go well with a wide variety of ingredients and flavours, John Dory and Dover Sole are both staples in pricey food halls such as Harrods and Selfridges where they cost between £37-£48/kg.

Asda will be encouraging Brits to try the two delicacies for just £14.96/kg and £19.97/kg respectively, which is around £6 per fish.

Other results from the poll showed that over a third of Brits thought that Mahi-Mahi was a yoga move and one in five thought that pollack was an insult to describe someone who’s not very bright. 42% also thought that the popular sushi dish ‘unagi roll’ was a martial arts move.

Jill Skipsey, fish counter buyer at Asda says, “TV chefs, such as Hugh Fearnley-Whittingstall have done wonders for championing lesser known species of fish, but that doesn’t help shoppers if they can’t get their hands on it to try at home. The average person unfortunately doesn’t have the luxury of shopping at Harrods for their weekly grocery shop and at those prices, it’s easy to understand why.

“We hope that by launching the two varieties in stores, we’ll encourage customers to experiment and try something new and show that you can enjoy great quality foods at even better value.”

Asda will be introducing John Dory and Dover Soles in 70 stores initially and will now stock Alaskan Pollack at £6.97/kg and hake at £9.98/kg in over 220 stores as alternatives to cod and haddock.

Posted in Press Centre on 17 September 2012