Brent Woelfle, brand manager for Chicago-based Vita Food Products, discusses the company’s new line of value-added frozen seafood, called Vita Perfect Catch.
Grandin: What drove the launch of Perfect Catch?
Woelfle: The real driver was consumer demand. More and more people want to be knowledgeable about the foods they consume. All of the products in the Perfect Catch product line contain clean ingredient statements, which further enhance the premium taste of the fish. Aside from offering great cuts of fish and all natural ingredients, we also wanted to empower the consumer to be able to create quick meals at home with all the products in the line. We achieved this by adding a recipe suggestion on all the product packaging in the line. The Perfect Catch product line consists of three frozen fillet products: Sockeye Salmon Burgers, Cold and Hot Smoked Salmon and Herring in Wine/Cream/Mustard. For more details on the line visit www.vitafoodproducts.com.
How did your market research lead to this product line?
Market research played a pivotal role in our decision-making throughout the entire product development process. The positioning, product, package, price and promotional strategies were all driven by consumer research. We wanted to offer our target consumer the very best quality, value, convenience and healthful benefits.
Where do you source your seafood from? Does any of it carry an eco-label?Our seafood products are fully traceable and sourced from reputable and sustainable suppliers. The wild salmon (Keta, sockeye, coho) we sell is Alaskan caught and is Marine Stewardship Council (MSC) certified. Our Atlantic salmon products come from Chile or Norway through suppliers who are committed to sustainable farming. Our tilapia is procured from Indonesia and is certified by the British Retail Consortium (BRC) and Aquaculture Stewardship Council (ASC).
Do you plan to partner with other organizations for sustainability?
A few years ago we developed a partnership with the MSC. We continually use MSC-certified fish for more and more of our products. The MSC logo is a very recognizable and trusted logo among our consumer base. Ultimately we want to do what is in the best interest of our consumers.
There is a lot of diversity within this product line. Why is that?
Vita has a strong presence across many different categories. The Perfect Catch product line will add value in the categories where we currently compete. It also gives us the opportunity to compete in categories that are new to us. As a company we are excited for the new growth opportunities that this line brings.
How is the seafood health profile and support of Dr. Andrew Weil impacting this product line?
Vita’s core seafood consumers and Dr. Andrew Weil’s core audience share much of the same demographic and psychographic qualities. This being said, we felt we had the opportunity to use the platform that Dr. Weil has created to reach millions more consumers. We want to reach consumers that are interested in the key health benefits associated with the consumption of herring and smoked salmon.
What does your innovative packaging for marinades and frozen seafood offer?
The key feature of the film packaging is its design. The film is set up to store the fish fillets and marinade separately in two compartments. The fish and marinade are separated by a pressure sensitive seal. When the consumer is ready to marinate the fish they simply apply pressure to the marinade compartment, which then breaks the seal allowing the marinade to flow into the compartment containing the fish. This key feature prevents the fish from becoming over marinated. Over marinating can be a result of packaging the fish and marinade together in a single compartment. Once the consumer has marinated the fish and is ready to cook, they simply pull the easy peel film apart and toss the fillets in the oven or on the grill. The whole system is goof proof, which makes this a fun low pressure way for consumers to create a great meal. We feel it adds a lot of value to the consumer.
Where will this line be marketed?
All the products in this line have been launched on a national level across all channels.
How has the response to the product line been so far?
Response from the trade and consumers has been very positive. Our sales team just began presenting the Vita Perfect Catch recommended by Dr. Weil smoked salmon and herring to the trade. We already have retailers asking to get product before our first ship date of 1 April. We are expecting to have a lot of success with this line.
What are your plans for showcasing the product at the Boston Seafood Show?
At Boston this year there will be a focus on the Perfect Catch product line. Our corporate chef will be preparing and cooking the products using the gourmet recipes that have been created specifically for the product line. The frozen fillets and sockeye burger will be featured in the new product showcase. Attendees of the show can visit our booth (No. 357) to see the product line in its entirety as well as sample some of the delicious chef inspired recipes. We are very excited to launch the new product line at the show this year.
Are there plans to expand the line?
We are planning to expand the line further. Our R&D team has a number of products in the pipeline. We strive to continue the success of this line by staying true to the brand positioning and delivering great tasting products that meet consumers needs.
