Frozen seafood is more than a sound economic solution for the British market; it’s often the best solution. True, the United Kingdom is an island nation, surrounded by water and blessed with an abundance of domestic species. But Brits are fickle consumers who don’t just like choice, they demand it.
Walk the frozen food aisles of any large UK supermarket and there’s richness in the fish category with traditional staples like cod, mackerel and plaice presented alongside packages of yellowfin tuna steaks, Greek sea bass and mahimahi, and that’s before the shopper arrives at the value-added freezers.
In terms of retail sales, frozen fish leads the UK’s GBP 5 billion-plus (USD 7.9 billion, EUR 5.8 billion) frozen food market and has done so for a number of years now, particularly thriving through the recession. According to the latest data from Kantar Worldpanel, in the 12 months through September it contributed more than GBP 725.5 million (USD 1.2 billion, EUR 834.8 million) to this total, up from GBP 718.4 million in the previous 12 months. By comparison, the value of frozen meat and poultry came to GBP 550.7 million (USD 874.8 million, EUR 633.4 million) this year, down from GBP 578 million in 2009.
The UK retail sector continues to attract considerable new frozen seafood product development, and probably the most significant of the last few months has been the Young’s Fishmonger’s Choice premium product launch from the Findus arm, which was developed alongside award-winning restaurateur and fishmonger Mitch Tonks and is being pitched directly against the customarily higher-priced chilled category.
Young’s Fishmonger’s Choice got underway with two single-serve recipes: Prime Fillet of Atlantic Cod with roasted garlic, herbs and sun dried tomato and Prime Fillet of Atlantic Haddock in a mild chili and lemon dressing. And Young’s plans to expand the range over the next three years, with a new product planned every six months. So it’s certainly a line that has the potential to shake the market up over time.
Another big breakthrough has been the increased sourcing of frozen products by white tablecloth restaurant chefs and caterers who are bringing in new, exciting species from all over the world in prime, just-harvested condition and serving them to the demanding UK consumers.
Kaipara Oysters is one of the latest in a growing line of products, born out of state-of-the-art freezing techniques, to make its mark in the UK and Europe following its launch at this year’s European Seafood Exposition in Brussels. This new brand of organic New Zealand oysters (Crassostrea gigas), which are exported frozen in the half-shell, has already secured several large foodservice contracts this year, including a prestigious placement on the menu at the official closing party at this year’s Wimbledon Tennis Championships.
The product was picked up and recommended for the event by Seafood Holdings, a premium supplier of sustainable seafood to British chefs. More than 1,000 Kaipara Oysters were consumed at the July post-tournament party, which was attended by a large number of high-profile guests. But, most importantly and cost-effectively, not a single oyster shucker was required.
In a trial conducted at one of Seafood Holdings’ London premises ahead of the tournament, the party’s organizers were highly impressed by the eating quality, ease of use and safety offered by the oysters.
One person who wasn’t surprised by the organizers’ reaction was Seafood Holdings’ Group Purchasing Director Nick Smith, who regards Kaipara’s product as one of the safest and most environmentally friendly oysters he has encountered in his role.
“These oysters could truly revolutionize the category. By harvesting and packing their oysters the moment they reach peak condition, Kaipara guarantees they can be consumed in their perfect state, enabling consumers to enjoy top class oysters year round and totally regardless of the season,” said Smith. “But where they really break down barriers is they negate the need for specialist onsite oyster handlers. This means great oysters can now be served affordably by all foodservice operations, and chefs can have 100 percent confidence in them.”
Kaipara Oysters are grown in the cold waters of the outer Kaipara Harbor on the northwest side of North Island in New Zealand by a family-run oyster company, and Smith feels that this product and others from far-flung shores have a big future in UK catering now that freezing technology means geography is no longer an issue.
Seafood Holdings, as revealed last month in a two-part SeafoodSource Q&A with Director of Sustainability Laky Zervudachi (click here to read part one and here to read part two), has earmarked the London 2012 Olympic and Paralympic Games as an unprecedented opportunity to shake up the British seafood market, and Smith has suggested that premium grade frozen seafood will have a big role to play.
“We have a number of products that we believe are a good fit for the Games and beyond. Chefs are now thinking ahead to 2012, too, as there will be a lot of visitors to the UK capital, many of which will be looking forward to enjoying top quality, sustainable fish,” said Smith.
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