Grimsby seafood brand The Saucy Fish Co has secured its first listings with supermarket giant Asda.
The Seachill label, approaching a decade of dinners for the nation, has been a big hit with Tesco and Sainsbury’s, and is now releasing a frozen coated range.
New croquette products, inspired by the trend-setting informal Spanish dining, feature rich cod and potato encased in a crispy coating – with a signature Saucy centre.
Two flavour combinations have been brought forward by the 750-strong team, with shoppers given the choice of creamy garlic and herb and punchy smoked paprika.
Amanda Webb, sales and marketing director at The Saucy Fish Co, said: “As a result of studying and researching the impact of rising trends like flexitarian diets on consumers’ shopping and dining choices, we have released our new coated range including the two new croquette products.
"With this new range we’ve also aimed to minimise cooking times, in response to the reduction in time people are willing to spend on cooking meals and the tasty croquettes can go from freezer to fork in just 15 minutes. This straight into the oven product offers convenience and ease.”
Sold in packs of six they launch at a promotional price of £1.50, with the team highlighting them as ideal for a main meal for two or informal sharing and snacking.
It is a further drive for younger consumers, with town rival Young’s bringing forward Popcorn Scampi Bites and Fillet of Fish Quarter Pounders this past month.
Of the first venture with the third largest supermarket for food sales, Mrs Webb said: “Working with Asda has been a brilliant fit for us and we’re confident that both flavours of the croquettes will be snapped up by shoppers in the freezer aisle. As part of our new innovative range, we’re confident both croquette options will be the boldest fish products in the Asda freezer aisle and show how the Saucy brand can continue to evolve to consumer needs.”
The new Asda win, which follows Ocado, Food Warehouse by Iceland, Booths and Spar as other listings alongside the big two, will be supported by marketing activity, in The Saucy Fish Co’s distinct style, across PR, social and paid media. It will use key support from an influencer partnership with Channel Mum, targeting families looking for tasty options to bring interest back to dinner times.
The Saucy Fish Co launched in frozen in early 2017, having started as chilled only in 2010.
