Seafood brand The Saucy Fish Co is heading to Australia.
Frozen fishcakes are to be listed in more than 900 Woolworths stores – the country’s equivalent to Tesco.
It follows listings in Europe, Canada and the USA for the brand, part of the £300 million Seachill operation in Grimsby.
“We’ve seen Saucy’s Frozen range go down a storm in the UK and we believe it will be equally welcome in Australia,” said Amanda Webb, sales and marketing director at The Saucy Fish Co.
“We know people love convenient cooking and great tasting fish, so we are very pleased that our products provide both – offering inspirational flavour with our fish minus the fuss options that are perfect for midweek meals and can go from freezer to fork in 25 minutes.”
Launching in the chilled aisle, frozen was embraced in early 2017, with international markets a test bed for a domestic launch – initially exclusively with Sainsbury’s.
The range heading to the Southern Hemisphere includes Salmon & Cod Fishcakes with a Cracking Creamy Lemon Centre; Haddock Fishcakes with a Delicious Vintage Cheddar Centre and Thai Spiced Fishcakes with a Fantastic Red Chilli & Coconut Centre.
The Hilton Food Group-owned company is hoping to replicate Saucy’s popularity in the UK frozen fish category as, according to consumer analyst Kantar Worldpanel, 65 per cent of brand spend was incremental to the whole UK frozen fish category.
James Bigg, seafood category manager at Woolworths, said: “The Saucy Fish Co offers time saving convenience while still delivering great flavours, which we know customers at Woolworths will love. We’re excited to see The Saucy Fish Co products in our stores and can see all three flavours of fishcakes proving popular with our shoppers.”
The launch will be supported by a geo-targeted social media campaign, anchored around store postcodes, with Aussie shoppers to see the brand's playful tone that has helped it win Coolbrand status multiple times.
