True North Seafood showcasing new deep-sea red crab product at SENA Reconnect

Published on
March 15, 2021

True North Seafood is showcasing its new frozen wild-caught red crab product at Seafood Expo North America Reconnect – running from 15 to 19 March – in advance of a planned spring launch in the U.S.

The new product is 10.6 ounces of wild-caught deep-sea red crab sourced from Uruguay and frozen at sea. It contains 100 percent wild-caught crab meat with no additives, True North Seafood Vice President of Public Relations Joel Richardson told SeafoodSource.

The product, he said, is oriented to new consumers who are looking for an easily prepared, wild-caught crab.

“We wanted to create a real, wild-caught crab product that was accessible to consumers and easy to prepare. By offering a frozen product, we can deliver a product that is 100 percent wild-caught crab meat. No additives, no preservatives, which we know is top of mind for consumers,” Richardson said. “Our ability of freezing at sea locks in the freshness that we can then pass on to the consumer for a delicious experience every time.”

The COVID-19 pandemic led to a surge in retail sales throughout 2020, something Richardson said True North is hoping to capitalize on with the new retail product.

“People are eating at home more and we expect this to continue into 2021, so we hope this product will be an indulgence – consumers can elevate their at-home dining experience at a reasonable price point,” he said. “Enjoying crab at home has never been easier – simply thaw and eat on its own or add to a salad, sandwich, pasta or crostini.”

The product, Richardson added, is perfect for a busy consumer who wants to have a delicious meal with a minimal amount of prep time.

“This product is perfect for people who are busy or seeking easy ways to incorporate more seafood into their diet,” he said. “With the fact that it is ready-to-eat, its an ideal way to quickly and simply add both protein and omega-3s to any meal. Its also a great option for entertaining – which we are excited to do again once it is safe to do so.” 

The product, Richardson said, is a first for True North Seafood – both in terms of species and category.

“We are so excited for our first foray into this specific species and category,” he said.

It is currently retailing in Canada at CAD 12.99 (USD 10.40, EUR 8.72) and, according to Richardson, it will be launching in the U.S. “this spring.”

“In the meantime, we are developing many additional deep-sea red crab products that will fill gaps we have identified in the grocery retail market, informed by consumer trends,” Richardson said.  “We look forward to sharing those later this year.”  

Photo courtesy of True North Seafood

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