Saucy Fish debuts major frozen line in Sainsbury’s
Icelandic Seachill’s The Saucy Fish Co. recently debuted a wide range of frozen seafood meals at Sainsbury’s stores across the United Kingdom.
The line brings “chilled-quality fish to the freezer,” according to the company, which has traditionally focused on chilled seafood items and meals. The new 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.
The Saucy Fish Co. aims to grow the frozen fish category incrementally by attracting younger shoppers who spend more to the freezer aisle, the company said in a statement.
“Our research shows there is a lack of inspiration and a need for convenience in the frozen fish category,” said Amanda Webb, sales and marketing director at The Saucy Fish Co. “The new Saucy frozen range was designed to provide consumers with a much needed solution: quality fish, from freezer to fork in half an hour.”
To go along with the launch of the seafood meals line, the supplier will also roll out an extensive “Frozen just got cooler” brand recognition and digital marketing campaign.
“Saucy splashes of color against smart black packaging will set products apart from other frozen fish packaging. The new design introduces a window on the Fish and Sauce packs, designed to hero the product and allow shoppers to view hearty frozen fillets with confidence before they buy,” the supplier said in a statement.
And, the company’s “Frozen just got cooler” creative campaign utilizes animated videos and other materials, which show how Saucy’s new product cooks from frozen in 30 minutes or less.
“The story captures the Saucy couple’s first foray into the world of frozen and playfully takes them on a journey that starts in the supermarket frozen aisle and ends at home with a meal in moments to enjoy, after meeting a few cheeky locals along the way with a five second live action insert in each treatment,” Saucy Fish said.
The campaign is set to debut across Sainsbury’s nationwide in February, supported by online point-of-sale across the Sainsbury’s website.
The brand will also partner with Katie Pix, Jamie Oliver’s Food Tube cooking talent, to show the convenience of cooking from frozen in a mid-week meal mini-series challenges.
“Putting digital at the heart of our brand strategy to launch Saucy Fish Frozen in the UK was a calculated move to catch our Saucy shoppers online and in-store,” Webb said. “We want to inspire the mid-week meal, introduce a new generation of shoppers to Saucy’s cool new home of the freezer aisle and ultimately, get more people, eating more fish, more often.”