Saucy Fish Co.’s new e-commerce store is expected to drive incremental sales to the company, according to an exclusive interview with an executive at the massive Grimsby, U.K.-based processor.
The new “Saucy Shop” marks the first time The Saucy Fish Co. has sold its packaged seafood products direct to the consumer after focusing on retailers such as Sainsburys, The Co-operative, Waitrose and other major U.K. chains. The company is owned by Icelandic Seachill, a major supplier of fresh and frozen seafood to UK retailers.
“We expect the Saucy Shop to drive incremental sales, rather than drawing shoppers away from supermarkets. The decision to move into e-commerce is largely in response to the many calls and emails we receive from our loyal customers who can’t find us in store or want to explore our range further,” said Amanda Webb, sales and marketing director at The Saucy Fish Co.
In addition, Saucy Fish expects most of its sales to continue to come from the supermarket channel, according to Webb. And, while online grocery shopping has increased across the country, Webb is not worried about getting edged out by other seafood suppliers.
“Although there seems to have been in increase in the number of UK FMCG suppliers setting up e-commerce shops this year, at present most do not sell directly and instead sell via third parties, both in-store and online.”
The supplier is selling its full range of 19 products in the online shop, including Fish & Sauce, Foil Bake Bag, 1 Perfect Portion, Fish Cakes and Ready to Eat.
While the Saucy Shop launch coincides with the lucrative holiday shopping season, company executives expect an uptick in online sales starting in the new year.
“We offer next day delivery allowing for a quick mid-week fix and all the products can be frozen, to be enjoyed throughout the holiday,” Web said. “Although we expect some consumers will buy fish as an alternative to traditional meat and poultry on Christmas day, this isn’t the reason behind the launch date. We expect more sales from January, as healthy eating becomes front of mind for more consumers.”
To that end, the company will launch a wider marketing campaign to support the Saucy Shop in January.
