The Association of Genuine Alaska Pollock Producers (GAPP) and High Liner Foods have announced a partnership intended to promote High Liner’s new product: Alaska Wild Wings.
As part of GAPP’s North American Partnership Program, GAPP will support High Liner’s efforts to roll out and promote the new product as its launched in club stores between July 2019 and May 2020. The new product, Buffalo Spiced Alaska Wild Wings, is made using wild Alaska pollock and was created with current snacking trends in mind, according to a release from High Liner.
“This new product perfectly capitalizes on two rapidly-growing consumer trends: that consumers love to enjoy fun and relaxing social gatherings at home and that the line between snacks and meals is blurring even more,” the company wrote.
The goal, according to High Liner, was to bring pollock into usage as a snacking option by taking an already familiar snack– chicken wings – and creating it in seafood form. The new product will be part of a wild Alaska pollock snacking line named “Alaska Wild.”
“We are very excited about bringing Alaska Wild Wings to the market,” Craig Murray, senior vice president of marketing and innovation for High Liner, said. “We’re also very happy to work together with GAPP to promote this new on trend product, featuring WAP [wild Alaska pollock]. The perfect combination of a great source of protein, with a great story, wrapped up in a tasty coating to deliver the ultimate snacking experience.”
Promotion efforts for the new product will include in-store sampling centered around high-volume snack purchasing events (i.e. the SuperBowl), in-store displays urging customers to “Go Wild” and direct-to-consumer marketing.
“High Liner Foods has developed a product that will introduce consumers across the country to Wild Alaska Pollock in a new way,” Craig Morris, GAPP CEO, said. “Alaska Wild Wings introduces our industry to an entirely new category – snacks – and an entirely new dining occasion that we can truly capitalize on from here on out.”
The partnership with GAPP to promote the new product, according to Morris, is the type of mission that the North American Partnership Program was created for.
“This partnership is the exact type of collaboration that the GAPP Board of Directors conceived of the program to fund: one that supports industry innovation that introduces consumers to our perfect protein in new and exciting ways,” Morris said.
