The Saucy Fish Co. wins Iceland, Waitrose listings for frozen and chilled ranges

Published on
May 22, 2020

The Saucy Fish Co.’s line of frozen fishcakes is now available in Iceland stores in the United Kingdom, and the brand has also secured a listing for its chilled range on Waitrose’s online store.

Earlier in May, Iceland began offering Saucy Fish’s Salmon Fishcakes with a Cracking Lemon Centre and Smoked Haddock Fishcakes with a Delicious Vintage Cheddar Centre. Both products are being sold in a four-pack for GBP 3.00 (USD 3.67, EUR 3.35). The listing follows a successful first venture by Saucy Fish into Iceland’s product line in 2017, when Saucy Fish began selling through Iceland’s Food Warehouse, according to Saucy Fish Brand Manager Anne Laudage.

Laudage said Waitrose also added some of Saucy Fish’s chilled products to its online line-up this month including Salmon with Chilli Lime and Ginger Dressing, and Smoked Haddock with a Cheddar & Chive Sauce; as well as the two fishcakes also picked up by Iceland. The chilled packs are being offered for GBP 4.95 (USD 6.05, EUR 5.52).

 “We are very excited to see some of our favorite Saucy Fish products become available in Iceland stores nationwide and on Waitrose online. Our fishcakes and fish and sauce products promise to add convenience and flavor to even more dinner plates across the country,” Laudage said. “Our frozen fishcakes prove a great match for Iceland’s core customer, offering a tasty meal solution that goes from freezer to fork in 30 minutes and feeds the whole family. We are equally confident that our chilled fish and sauce products will inspire Waitrose customers to cook fish confidently, adding fresh new flavors to their midweek meals.”

Laudage said the company is rolling out marketing campaigns alongside the new listings, including geo-targeted paid media activity, influencer partnerships, and public relations support. The marketing campaign will also have further paid support from The Saucy Fish Co.’s social media channels, including Facebook and Instagram, she said.

“These two retailer listings mean more good news for the brand after the successful launch of four new fish and sauce lines in Ocado early this year,” she said.

The Saucy Fish Co. is owned by Grimsby, U.K.-based Seachill, a supplier of fresh and frozen seafood to U.K. retailers.

Photo courtesy of The Saucy Fish Co.

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