Saucy Fish launching into more than 900 Australian stores

Published on
November 15, 2019

British seafood supplier The Saucy Fish Co. has expanded into a new hemisphere.

The brand’s frozen fishcake products are being introduced in over 900 Woolworths retail stores in Australia, Saucy Fish announced on 14 November. Australian consumers will be able to choose from Saucy’s “fuss-free frozen products” range, which includes Salmon & Cod Fishcakes with a Cracking Creamy Lemon Centre, Haddock Fishcakes with a Delicious Vintage Cheddar Centre, and Thai Spiced Fishcakes with a Fantastic Red Chilli & Coconut Centre.

Saucy Fish is venturing into the Australian market after a successful 2017 frozen launch in the United Kingdom – 65 percent of Saucy spend was incremental to the whole U.K. frozen fish category, according to Kantar Worldpanel – a triumph the company is hoping to replicate, it said.

“We’ve seen Saucy’s Frozen range go down a storm in the UK and we believe it will be equally welcome in Australia,” Saucy Fish Sales and Marketing Director Amanda Webb said. “We know people love convenient cooking and great tasting fish, so we are very pleased that our products provide both - offering inspirational flavour with our fish minus the fuss options that are perfect for midweek meals and can go from freezer to fork in 25 minutes.”

A geo-targeted social media campaign will accompany the Australian launch, with a number of hero video assets highlighting “the brand’s playful tone of voice and the delicious products on offer,” Saucy Fish said in a press release.

“The Saucy Fish Co. offers time saving convenience whilst still delivering great flavours, which we know customers at Woolworths will love. We're excited to see The Saucy Fish Co. products in our stores and can see all three flavours of fishcakes proving popular with our shoppers,” Woolworths Seafood Category Manager James Bigg added.

Each fishcake product has a recommended retail price of AUD 5.50 (USD 3.74, EUR 3.39).

Photo courtesy of The Saucy Fish Co.

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