Over the past few years, I’ve written quite a few posts about my amazement at many people’s fear of cooking unknown foods, resulting in Britain households cooking on average 4 meals each.

But while watching Hell’s Kitchen (the Marco Pierre White version, not the Gordon Ramsay one), which is a worthless show by the way, I saw an interesting advert by Asda which got me thinking.

Fish is a type of food many people have issues with. It’s wet. It’s slimey. It looks at you funny with its beady eyes. It can smell funny sometimes. So Asda found a low-cost solution for that problem.

They simply put the fish in a sealed bag which can be put straight into the oven, but also add a few bits of herbs and some lemon. This means a non-foodie can easily get a lovely steamed-in-the-bag meal without the hassle of touching fish.

Asda didn’t need to reinvent cooking or teach anyone to cook. Simply remarkable.

Tags: advertising, cooking, fish, food, recipes, tv