Fish chefs of Dutch & Kennemervis Group companies came together and created a new brand with breaded fish.

The new "Pure Fish" is free from color and additives and include covered halibut, Alaska pollack and hake. Fish chefs first opened up to six markets by bringing their powers together. These are Sweden, Denmark, Germany, Britain, Switzerland and France.                    

Jaap Post, one of the chefs, says that "When the subject is the content of the meal, "less of something is better "becomes important".

Products with "Pure Fish" brand comprise 10% portfolio of the fish chefs. However, Jaap Post hopes to get share of 50% from the naturally covered fish brand.