Americans’ continually increasing demand for healthy, on-the-go snacks is driving up sales of seafood packets and kits, Chicken of the Sea Director of Marketing Griffin Raasch told SeafoodSource.
As a result, the El Segundo, California, U.S.A.-based seafood supplier, owned by global food conglomerate Thai Union Group, has rolled out new flavors of pouches and kits to start the new year.
Seafood packet and value-added/kit unit sales jumped 13 percent year over year in the 13 weeks ending 29 December 2024 and 4 percent for the year as a whole, according to data from research firm Circana, indicating that consumers are continuing to look for convenient, affordable options while managing their discretionary income, Raasch said.
“With less time for sit-down meals, consumers are looking for convenient, on-the-go types of products and are increasingly prioritizing healthy eating and protein-rich foods,” Raasch said. “We’ve seen a lot of exciting innovation and collaborations happening throughout the food category over the last few years focusing on convenience and flavor.”
In this year’s new product launches, Chicken of the Sea partnered with McCormick and OLD BAY seasoning for its Chicken of the Sea Wild-Caught Light Tuna Packet with OLD BAY Seasoning and Chicken of the Sea Wild-Caught Light Tuna Packet with McCormick Chili Lime.
The new packets, available at retailers nationwide and online, contain 14 grams of protein and 80 calories or fewer per serving, Raasch said.
"At Chicken of the Sea, we're always exploring ways to expand our seafood offerings with innovative flavors that elevate meal and snack time without compromise,” Raasch said in a press release. "We aim to be a true one-stop shop for flavor and nutrition by listening to our fans and providing them with delicious and versatile solutions that fuel their busy lifestyles."
These releases follow customizable snack kits Chicken of the Sea released last fall.
Consumers’ demand for on-the-go seafood, along with Americans’ economic concerns, have spurred overall shelf-stable seafood sales over the past year. In November, shelf-stable seafood sales by value rose 2.5 percent year over year to USD 226 million (EUR 218.5 million), while sales by volume increased by 6.4 percent.
“Shelf-stable seafood remains an excellent option for consumers to make a quick, budget-friendly meal or snack they can feel good about in today’s inflationary environment,” Raasch said.
According to Raasch, Chicken of the Sea’s sales were up 11 percent year over year during the quarter ending 29 December, and have outpaced the seafood category overall at grocery stores.
“Drivers behind Chicken of the Sea’s recent success include a rebranding initiative, new product launches, and a supporting marketing campaign,” Raasch said.
