East Coast debuts new consumer-centered brand with lobster mac and cheese entrée

Published on
November 13, 2018

Topsfield, Massachusetts, U.S.A.-based supplier East Coast Seafood Group is launching a new brand of chef-crafted retail offerings, the company announced on 12 November.

The brand, Salt & Sky, is being debuted at Giant Eagle and Hannaford locations in the United States, “just in time for the holidays,” East Coast said. The premiere frozen entrée for the brand, Lobster Macaroni Three Cheese Blend, comes in 12-ounce portions per package. A full U.S. roll-out in the coming months will see more Salt & Sky products, such as Tuscan Shrimp and Baja Lobster Flatbreads, appearing on shelves at a variety of other fine retail outlets, the company said. 

The Salt & Sky brand, which targets modern consumer interests with its worldly flavor profiles, is a key component of East Coast Seafood Group’s current business development strategy, according to Chris Maze, the company’s president and CEO.

“We’re thrilled to introduce Salt & Sky as an important part of the company’s strategic alignment with growing consumer opportunities in both foodservice and retail,” Maze said. “Garrett Digney, our VP of marketing, along with our talented marketing and product development teams, have created a brand and product portfolio that spark consumer interest with globally inspired recipes.” 

“Building upon our legacy of incredible seafood, we’re in the business of creating enhanced value for stakeholders at all levels of the supply chain, including the end consumer,” Maze added. “Our commitment stands to foster more inspired seafood choices in homes across the country.”

A “consumer-centered” brand, Salt & Sky was created after many months of in-depth consumer research, culinary innovation, and brand development, Maze said. Increased demand among consumers for value-added seafood products with “expansive flavor profiles and new consumption opportunities, mirroring shifting attitudes across all food categories,” contributed strongly to Salt & Sky’s branding, the company explained. 

Current consumer trends and drives factored predominantly into Salt & Sky’s formation. A recent study from Mintel found that the taste of fish and shellfish is a critical factor for consumers when shopping for seafood, as are the associated health benefits, which is why East Coast Seafood Group’s new brand embraces “globally inspired flavors and ingredient trends,” the company said. Each product within the brand is crafted by chefs, and does not use preservatives or artificial ingredients, the company added.

The world’s largest distributor of live and frozen North American lobster and a major distributor of scallops and fish, East Coast said it plans to leverage its network of North Atlantic seafood facilities and vertically-integrated procurement centers throughout Salt & Sky’s brand launch. Ultimately, the company forecasts continued expansion for its historical commodity business and increased emphasis on new direct-to-consumer offerings spurred by the introduction of its new brand.

“We’re proud of our longstanding commitment to the food service sector and seek the same strong relationship with consumers,” East Coast Vice President of Sales Steve Musser said. “As we continue to develop additional product lines for Salt & Sky, we’ll be pairing incredible flavor profiles for a variety of lobster, scallops and fish concepts. Taste will be the unwavering gatekeeper. Real taste for real families – it’s a home run for everyone.”

A distributor of seafood in more than 40 countries, East Coast Seafood Group is comprised of several subsidiaries including: East Coast Seafood, Seatrade International, Garbo Lobster, Maine Fair Trade Lobster, Paturel International Company, and Worldwide Perishables Enterprises.

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