Smart Salmon to be featured on ‘Today’


Steven Hedlund

Published on
July 9, 2009

Shining Ocean’s Smart Salmon with Kenyan Coffee BBQ Sauce is scheduled to be showcased by Supermarket Guru Phil Lempert on NBC’s “Today” show on Monday.

In the segment, Lempert will feature a number of ready-to-heat supermarket meals, such as Smart Salmon with Kenyan Coffee BBQ, to show viewers they can buy inexpensive, convenient, restaurant-quality meals at the supermarket.

Shining Ocean submitted the product to Lempert in February, and he gave it a positive review on his Web site. “Smart Salmon with Kenyan Coffee BBQ is a hit,” said Lempert. “About 10 years ago I was one of the judges at the Alaska Symphony of Salmon. This salmon would win this year’s competition hands down.”

“Today” has 5 to 6 million viewers, and Shining Ocean expects interest in its Smart Salmon line, which launched last fall, to swell after the segment airs.

“We’re very excited about [being on] the ‘Today’ show,” said Dr. David Burgess, director of new product development and marketing for the Sumner, Wash., company. “[Retailers] love it, but a lot of [consumers] haven’t tried it yet. We need to do the PR. Once they try it, they’ll like it.”

The line also includes Smart Salmon with Hawaiian Huli-Huli® Sauce and Smart Salmon with Australian Ginger Sauce. The product, which retails for about USD 5.99 (EUR 4.29), features an Alaska sockeye fillet in a vacuum-sealed, self-venting steam pouch. The fish cooks in the microwave in less than three minutes. The pouch is designed by Flair Flexible Packaging Corp. of Appleton, Wis.

Burgess said there’s “tremendous” growth potential in the ready-to-heat fish fillet category. Salmon’s healthy profile, particularly its high levels of heart-protective omega-3 fatty acids, and the convenience of its steam pouch will drive Smart Salmon’s success once it catches on with consumers, he added.

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