Sainsbury’s Saucy Fish frozen sales grow

Published on
May 9, 2017

Eighty percent of The Saucy Fish Co.’s spend with its new frozen range has been incremental to Sainsbury’s overall frozen fish category, according to the Seachill-owned brand based in Grimsby, United Kingdom.

Earlier this year, Saucy Fish announced a move into frozen, introducing the range of five frozen fish and sauce products in the U.K., and launched the line in Sainsbury’s stores nationwide in February.

“We’re absolutely thrilled with how well The Saucy Fish Co. frozen range has been received in Sainsbury’s,” said Amanda Webb, sales and marketing director for Saucy Fish. “Our frozen range is also thriving internationally, with new listings in the U.S. and Canada. It’s a very exciting time for the brand and with summer just around the corner, we’ve got plenty more frozen activity planned.”

In February, Saucy Fish launched a 10-week ‘Frozen Just Got Cooler’ digital campaign, which aimed to introduce younger, more affluent customers to frozen fish.

“The award-nominated digital campaign has now reached in excess of 55 million consumers across multiple platforms, with over one million people watching Saucy Fish frozen campaign video assets across social media and YouTube pre-roll,” the supplier said in a statement.

Saucy Fish’s frozen line features five flavors: Sea Bass with Salsa Verde; Smoked Haddock with Vintage Cheddar and Chive Sauce; Salmon with Chilli, Lime and Ginger Dressing; and two Saucy center-of-the-plate fishcake varieties.

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