Philippine sardines firm Mega Prime Foods has launched its Mega Sardines products across stores of U.S. retail chain Kroger, aiming to capitalize on surging American demand for tinned fish.
“This launch aims to stabilize supply for American consumers while introducing a medically endorsed, highly nutritious option to the market,” Mega Prime said.
The premium, wild-caught canned sardines, which launched at Kroger stores and its affiliated retail brands across the U.S. on 1 October, come in three varieties: Sardines in Spanish Style, Sardines in Tomato Sauce, and Sardines in Natural Oil.
Mega Prime owns and operates its own commercial fishing fleet in the South Pacific Ocean, allowing the firm to achieve an “unprecedented” 12-hour catch-to-can processing time.
“Unlike many industry alternatives that freeze their catch for weeks or months prior to processing, Mega Prime Foods packages its sardines immediately, eliminating the need for added preservatives,” the company said, adding that its products use an innovative vertical can design to minimize air exposure and maximize freshness, marking a “significant upgrade from traditional flat tins.”
Its rigorous production standards recently helped Mega Sardines secure the "Superfood" seal from the Medical Wellness Association (MWA), making it the only sardine brand globally to hold the certification.
“Sardines are increasingly recommended by health professionals as an ideal defense against metabolic disease due to their high nutritional density, complete proteins, and healthy omega-3 fats,” Mega Prime said.
The firm’s U.S. debut arrives at a “critical time for the category,” Mega Prime said in a release, as U.S. retailers have reported several instances of tinned fish products going out of stock, as supply has been unable to keep up with demand.
Circana data analyzed by Lakeland, Florida, U.S.A.-based 210 Analytics backs up the company’s claims, finding that shelf-stable sardine sales soared 42.3 percent by value at U.S. retail in August, while sales by volume rose 20 percent.
“Annual sales [of sardines] now exceed USD 423 million [EUR 377 million], supported by a 19.3 percent increase in unit sales over the past year,” 210 Analytics Principal Anne-Marie Roerink said earlier this year.
