We Deliver Tuesday - Friday & Saturday (At extra charge). Orders delivered up to 9pm. Next day delivery cut off is 2pm. Minimum order £30
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New in the freezer, ready for your next meal—fast, without the guesswork. frozenfish.direct offers all types of New Frozen Fish, from everyday fillets and portion packs to steaks, loins, whole fish and special cuts that rotate as fresh lines land.
Everything here is label-first: start with the species and cut, then check the weight band and pack format so you know what you’re buying before it meets the pan, oven or grill. These are properly handled seafood essentials—cleanly prepared, frozen to hold quality, and packed so you can build a reliable stash at home. If you’re cooking for one, feeding a family, or planning something a bit more celebratory, this is where you’ll spot arrivals, seasonal runs and limited batches before they disappear.
Delivered by DPD overnight courier in a polystyrene insulated box with dry ice, designed to keep seafood frozen on arrival.
Choose by cut, weight band, and how you plan to cook it—and you’ll get predictable portions, confident planning, and a freezer stocked with fish you’ll actually use.
Frozen isn’t a compromise here—it’s a control system. With New Frozen Fish, you’re buying seafood that’s been stabilised at a known point in time, so portions, texture and cooking outcomes stay predictable. That makes it easier to shop with intent: pick the cut you need, choose the weight band that matches your pan or tray, and you’ll get repeatable results without guessing.
For planning, frozen is the practical winner. Portion packs mean you can use what you need and keep the rest sealed, which cuts waste and makes midweek cooking feel less like a logistics puzzle. Consistent weights also help: a 200g–250g fillet behaves like a 200g–250g fillet, so timing is easier to learn and easier to repeat.
On our side, the aim is to lock in quality quickly. Our standard handling claim is simple: seafood is processed and frozen within hours. For specific lines where we state it on the product or category messaging, that “within hours” can be as tight as within 3 hours of being caught—because the faster you freeze, the less chance there is for softness, drip loss, or “tired” flavour to creep in.
“Fresh vs frozen” isn’t a fight—it’s a timeline. “Fresh” can still spend days moving through the supply chain, and time adds up. Frozen pauses that clock, so what you cook is closer to how it looked and handled at the moment it was packed.
Pick the New Frozen Fish that matches your pan, your timing, and your appetite.
When you order New Frozen Fish from frozenfish.direct, the whole point is that it arrives looking and feeling like it never left the cold. Your parcel is dispatched by DPD overnight courier, then handled as a cold-chain job rather than a “normal box in the post”. We pack it with dry ice in a polystyrene insulated box, which matters because the insulation slows heat gain and the dry ice provides a powerful cold source during transit — together they help keep your fish properly frozen on the journey to your door.
Delivery timing stays simple and accurate: orders placed before the stated cut-off are prepared for next working day delivery on eligible days, and the checkout is what keeps everything honest — it controls valid delivery dates based on where you are and when dispatch is running. That means you’re not guessing which day it’ll land; you’re selecting from the dates we can actually support for frozen delivery.
When it arrives, treat it like a quick handover from one freezer to another. Open the box promptly, check everything is still cold and firm, then move the fish straight into your freezer. After that, follow the on-pack storage guidance for best quality — it’s the most accurate instruction set for that specific product and pack format.
A calm word on dry ice: it’s there to protect your order, and it’s easy to handle with basic care. Avoid direct skin contact, keep the area ventilated, and don’t seal dry ice into an airtight container. Keep it away from children and pets, and once you’re done unpacking, let any remaining dry ice dissipate safely in a well-ventilated space.
That’s the whole system: insulated protection, dry-ice cold power, and a delivery date you can plan around — so your fish arrives frozen, not “nearly frozen.”
Buying fish online shouldn’t feel like a guessing game. On every New Frozen Fish line, we keep the decision practical by showing the details that actually change what lands on your plate. You’ll see the cut (fillet, portion, steak, whole, loins where relevant) and the weight or pack size, so you can match the product to your pan, your portions, and your timing. Where it matters, we also state whether it’s skin-on or skinless, and boneless or pin-boned — because those aren’t “nice-to-knows”, they’re the difference between crisp skin and no skin, quick serving and a bit of finishing work.
For some species, you’ll also see whether it’s wild or farmed where applicable, because that often links to differences in texture, fat level, and how forgiving the fish is to cook. And when origin or catch area varies by item, we don’t make sweeping category claims — it’s shown on the product details, so you can choose with your eyes open.
Allergen clarity is handled the same way: New Frozen Fish is clearly flagged, and for products that aren’t just “fish” — like cured or smoked lines — the ingredients are listed so you know what’s in the pack, not just what it’s called.
The result is simple: you’re not buying a vague promise — you’re buying a clearly described product you can plan around.
Keep New Frozen Fish frozen until you’re ready to use it, and treat air as the enemy of texture. Most packs are vac packed, which helps a lot, but once a seal is broken the clock starts on quality. If you’re decanting portions, wrap them tight or use an airtight freezer-safe container so the surface doesn’t dry out. That dry, pale patchy look is freezer burn — it’s not “mystery danger”, it’s dehydration and air exposure, and it shows up later as a tougher bite and a slightly dull flavour. A simple habit helps: rotate your stock. Put newer packs behind and pull older packs forward, so nothing gets lost at the back of the freezer until it’s forgotten and frosted.
For defrosting, think of it as a gentle transition rather than a race. The default is always the fridge: let it thaw slowly while it stays cold, contained, and tidy. Keep the fish in its pack (or in a bowl if the pack is open) so any drip loss doesn’t wander across your shelf. If the pack is already opened, re-cover it or move it to a covered container — you’re protecting flavour as much as you’re keeping things clean. When it’s defrosted, open it, tip away any liquid, then pat dry thoroughly with kitchen paper. That single step fixes a lot of “watery” disappointment and helps you get a better sear, especially on skin-on pieces where you want the surface to crisp rather than steam.
Texture clues are your compass. If fish feels soft and weeps liquid, it usually just needs draining and drying; if it feels firm and springs back, it’s ready to cook. Lean, delicate fillets tend to flake quickly and can turn watery if rushed, while fatty cuts forgive heat and stay juicier even if you’re a minute late. If you’ve bought something pin-boned, you’ll see that on the pack — it cooks the same, it just changes prep expectations.
On refreezing, stay conservative. In general, once fish is defrosted, it’s best cooked and enjoyed rather than put back through another freeze-thaw cycle. If you’re ever unsure how long it’s been thawed or how it’s been handled, don’t refreeze — and always follow the on-pack storage and defrosting guidance where applicable. The aim is simple: keep it safe, keep it tidy, and keep the texture doing what you paid for.
A dry surface is the difference between sear and steam, so start with a hot pan and a light film of oil, then lay the fish in and leave it alone while the first side builds colour. If it’s skin-on, press gently for the first few seconds so the skin stays flat, then let it render and crisp without fiddling. You’ll know it’s ready to turn when the edges look opaque and the piece releases easily; if it clings, it’s still building crust. After flipping, finish gently on a lower heat so the centre turns just opaque and the fish flakes with light pressure rather than crumbling into dryness. Dry surface equals better sear. Gentle finish protects moisture. Resting evens temperature.
Roasting is the most forgiving path for mixed cuts, especially when you’re cooking different sizes in one go, but thickness changes timing so glance at the product details and cook by feel. Use a hot tray so the underside starts cooking immediately, then let the oven do the steady work without constant checking. Look for visual cues: the flesh turns from translucent to opaque, the surface firms up, and a fork slides in with little resistance. Pull it just before it looks “fully done” and rest briefly; carryover heat finishes the centre and keeps the bite juicy rather than chalky. Thickness changes timing. Fat content changes forgiveness.
For grilling or high heat, choose pieces that hold shape — thicker loins, steaks, and firmer species tolerate direct heat better than delicate thin fillets. Keep the grill hot, oil the fish (not the grate), and place it down with confidence, then don’t move it until it naturally releases and you’ve got clear marks. Watch the sides: as the heat travels inward, you’ll see the colour change line rising; when it’s most of the way up, you’re close. Turn once, then finish a touch gentler so the centre stays moist and the outside stays crisp rather than scorched. Dry surface equals better sear. Gentle finish protects moisture. Resting evens temperature.
Portionable pieces are built for speed, but speed makes overcooking easier, so use gentle heat once the surface is set. Smaller portions go from “perfect” to “dry” quickly; when the fish feels just firm and flakes in larger, glossy pieces, it’s ready. If you’re cooking mixed packs, treat each cut on its own terms — fat content changes forgiveness, and thinner portions finish sooner even in the same pan. Rest briefly before serving so the heat settles and the juices stop racing out at the first cut. They have different handling expectations, so follow the product details for the specific cut and size you’ve chosen.
Frozen fish is mainly valued for being a straightforward, high-protein food that’s easy to keep on hand, portion, and cook when you need it. Most fish naturally provides protein and a spread of micronutrients (like iodine, selenium, and B vitamins), but the exact mix depends on the species, the cut, and whether it’s wild or farmed — so the most accurate view is always the specific product details on the item you’re buying.
Where fish really differs is fat content, and that’s useful information even if you’re not thinking about “nutrition goals”. Leaner fish tends to cook up with a cleaner, lighter bite and flakes easily, but it’s less forgiving if you push the heat too hard. Richer, fattier fish usually has a fuller mouthfeel and stays moist more easily — it can handle higher heat and longer cooking without drying out as quickly. Texture, fat level, and cut all travel together: a thick loin behaves differently from a thin fillet, and skin-on pieces bring a different eating experience than skinless portions.
Because this is a New Frozen Fish category, you’ll see a mix of fish types and formats, and that variety is the point: pick what suits your cooking style and your household. Fish can sit happily inside a balanced diet alongside vegetables, grains or potatoes, and whatever else you enjoy — no grand promises needed.
If you want a confident choice, use the practical fields: species, cut, pack size, and any notes on skin-on/boneless or wild/farmed where shown. Choose the fish that matches how you cook, and the rest takes care of itself.
Provenance matters because it changes what you’re buying, how it cooks, and how it fits your own preferences. That’s why the simplest honest approach is SKU-level: we show method and origin details per product so you can choose what fits your preferences. You won’t see sweeping category claims that can’t hold up across every item, because “responsibly sourced” isn’t a vibe — it’s something you should be able to check on the label.
In New Frozen Fish, you may see a practical range depending on what’s in stock: farmed fish alongside wild items, plus speciality lines that are selected for specific uses or eating styles. Some products will show a clear country of origin or catch area, and some may list a production method or other notes that help you make a like-for-like comparison. If those details vary, they’re shown on the product details for that specific SKU rather than being implied for the whole category.
Here’s the mindset that keeps it real and useful: Provenance supports preference. Clear labels support trust. Evidence supports claims. If you prefer farmed for consistency, you can choose accordingly. If you prefer wild for a particular texture or flavour profile, you can choose accordingly. If you’re looking for a particular region, method, or format, you can use what’s stated on the product page to decide — not marketing fog.
The goal is simple: fewer assumptions, clearer choices, and fish that matches your standards because the information is there when it matters — at the product level.
Watery fish is almost never “because it was frozen” — it’s usually because of what happened to the ice inside the flesh on the way back to being fish again. When fish freezes, tiny ice crystals form in the muscle. If the freeze/thaw cycle is rough (temperature swings, partial thawing, or refreezing), those crystals grow and damage the structure. Once you thaw, that damage shows up as drip loss: water and natural juices leak out, and the flesh can turn soft, pale, and a bit bland. Defrosting too warm speeds that leakage, and repeated thaw/refreeze cycles make it dramatically worse.
The best practice is boring on purpose — boring is good when you’re trying to protect texture:
Keep the fish contained and defrost it slowly in the fridge. If it’s vac packed, keep the packaging intact while it thaws (it limits air exposure and helps reduce oxidation and extra moisture loss). If the pack is opened or not fully sealed, put it in a dish or tray so any drip stays away from the fish rather than soaking it. When it’s thawed, take it out, pour off any liquid, and pat dry thoroughly with kitchen paper. That one step changes everything: a dry surface sears; a wet surface steams. From there, cook as you normally would, and follow any on-pack guidance for the specific cut.
A few cut-specific tips help:
Portions are the easiest to get right because they thaw more evenly and predictably — less chance of a warm edge and icy centre. Thick fillets need more patience because the middle lags behind; rushing them invites surface softening while the core catches up. Steaks (cross-cut pieces) behave differently again: they’re thicker, hold their shape well, and can tolerate higher heat, but they also shed more visible drip if they’re thawed too fast or left sitting in their own liquid.
If you’re short on time, cooking from frozen can work as a backup — especially for thinner portions — but you’ll usually trade a bit of sear quality for convenience, and you’ll want to keep the heat gentler so the outside doesn’t overcook before the centre is done.
“Good defrosting is texture control.”
Wild vs farmed New Frozen Fish isn’t a “good vs bad” choice — it’s more like choosing between two different styles of the same instrument. Both can be excellent, and the better pick usually depends on what you like on the plate and how you plan to cook it.
In simple terms, the typical differences people notice come down to fat level, firmness, flavour intensity, consistency, and price. Wild fish often has a firmer bite and a slightly more pronounced “sea” flavour, but it can vary more from season to season because diet and environment change. Farmed fish is often more consistent from pack to pack — similar portion size, similar fat level, similar cooking behaviour — which can make it easier if you want repeatable results. Fat content matters because it affects “forgiveness”: fattier cuts tend to stay juicier if you overshoot the finish by a minute; leaner cuts can go from perfect to dry quite quickly.
The smart way to choose on frozenfish.direct is to let the product details do the heavy lifting. Each item clearly shows whether it’s wild or farmed, and where it comes from, so you’re not guessing. That’s especially useful because this category may include wild New Frozen Fish items and farmed New Frozen Fish items, and the best choice can change depending on what’s in stock and what you’re cooking tonight.
For practical cooking: New Frozen Fish benefits from gentler cooking and sauces. If you’re doing a quick pan finish, think moderate heat, a controlled sear, and a gentle finish so the centre stays moist. Sauces help too — butter-based, lemon and herbs, a light cream sauce, or a tomato-and-olive style all add protection against dryness and make leaner fish taste fuller. If you’re grilling or using higher heat, a slightly richer, more robust piece can feel easier because it holds on to moisture better.
If you don’t want to overthink it, use this buyer’s shortcut: Choose by cooking method first, then by origin and method.
The easiest way to buy New Frozen Fish is to start with your plan, then match it to a cut that behaves well under your heat source. You’re not just choosing “a fish” — you’re choosing a shape and thickness, and that’s what decides whether dinner feels effortless or fiddly.
Here’s a simple match-up that works well for most shoppers:
Weeknight meals → portions. Individually portioned fillets and portion cuts are built for speed and consistency. You get predictable sizing, faster cook times, and less trimming. They’re the “open pack, cook, eat” option.
Grilling → steaks (where available). Fish steaks (cross-cut) tend to hold their shape better on grates or a hot pan because they have more structure. They also tolerate higher heat a bit more confidently than delicate, thin fillets — especially when you keep the surface dry and don’t move them too soon.
Entertaining → larger fillets/loins (where available). A bigger piece looks the part, slices cleanly, and gives you that “centrepiece” feel. It’s also easier to time: one main item to watch instead of four separate portions.
Prep-it-yourself → whole New Frozen Fish. If you like doing your own prep, whole fish gives you control. You can portion it your way, decide on skin-on or skinless where relevant, and keep trimmings for stock or fishcakes.
Special occasions → smoked/cured lines. When you want something that feels instantly “special” with minimal effort, smoked or cured products (when stocked) bring a ready-made flavour profile. Always lean on the product details for ingredients and allergens here.
Two outcome levers matter more than anything else: thickness and skin. Thickness controls timing: thin cuts cook fast and can dry out quickly; thicker cuts give you a wider “perfect window.” Skin changes texture and handling: skin-on can give you crispness and protection against drying, while skinless is simpler to portion and serve.
If you only buy one thing, make it portioned fillets — they’re the most versatile, the easiest to cook predictably, and the best “default” for midweek.
You can dig into the cooking/defrost notes when you need them, but the buying decision is simpler than it looks: Pick the cut that matches your heat source and your timing.
Yes — often you can cook New Frozen Fish from frozen, but method matters.
The two things that change everything are thickness and surface moisture. From frozen, the outside of the fish is cold and damp (sometimes with a little surface ice), which makes a proper pan sear harder to achieve. High heat + wet surface can mean steaming, sticking, and patchy colour. That’s why oven cooking, air-frying, or a covered pan is usually more forgiving than going straight for a ripping-hot sear.
A safe, practical way to do it looks like this in real life: take the fish out of its packaging and discard any absorbent pads if present. If you can see loose surface ice, give the fish a quick rinse under cold water to remove it — you’re not “washing” the fish, you’re just clearing ice that will melt into steam. Then pat it properly dry with kitchen paper. Dry surface equals better browning, even when you start from frozen.
From there, start gently so the heat can travel inward without the outside toughening before the centre is ready. Think “cook through first, brown later”: begin with a gentler method (oven/air fryer/covered pan) to bring the fish up evenly, then finish with a hotter blast (uncover, increase heat, or a quick pan finish) to add colour and improve texture. If the fish has skin, finishing uncovered helps it dry and tighten rather than staying soft.
When should you not cook from frozen? If the piece is very thick and you’re chasing a perfect, restaurant-style sear, defrosting first gives you far better control. The same goes for some speciality cured-style products (and anything smoked/cured/seasoned in a particular way): follow the product guidance, because curing, sugars, and glazes can behave differently when cooked from frozen.
Always treat the pack details as your final authority — adjust to thickness, and use the doneness cues you trust (opaque flesh, gentle flake, moist not chalky).
“Frozen-to-oven is the weeknight cheat code when you need New Frozen Fish now.”
Frozen fish is one of the most forgiving things you can keep in a home freezer — but it helps to separate safety from quality. From a food-safety point of view, properly frozen seafood can stay safe for a long time as long as it remains frozen and is handled cleanly. The part that changes sooner is eating quality: texture can dry out, flavours can dull, and the “nice, clean flake” can turn a bit tougher if the fish sits exposed to air or temperature swings. That’s why the most honest answer is: follow the on-pack storage guidance for each product, and treat freezing as “very stable safety, but variable quality over time.”
The main quality thief is freezer burn. Freezer burn isn’t “gone off” fish — it’s dehydration caused by air exposure. Moisture migrates out of the flesh and evaporates, leaving the surface dry. You’ll spot it as pale or greyish dry patches, a dull colour, sometimes a slightly frosty look inside the pack, and after cooking it can eat more tough than juicy. It’s not dangerous in itself, but it’s a clear sign the fish won’t cook as well.
Avoiding it is mostly simple, unglamorous freezer hygiene:
On frozenfish.direct, many products arrive vacuum packed, which is a big practical win because it reduces air inside the pack and helps protect texture in storage — keep that seal intact for as long as possible. And if you’re ever unsure, trust the pack guidance first and your senses second.
Good packaging and steady cold are what keep New Frozen Fish tasting like New Frozen Fish.
