More export joy for Grimsby’s Saucy Fish Co in USA and Canada
6th April 2017
SAUCY Fish Co has added nearly 500 more stores to its US and Canadian listings in the past week.
The Grimsby seafood brand has just entered the frozen category in the UK with Sainsbury's, having piloted across the Atlantic.
Now US based Meijer, Hannaford and Mariano’s, as well as Fortinos in Canada, are on board with the sub zero offerings from Icelandic Seachill.
Family-owned Meijer is listing three of Saucy’s frozen products, including brand new Tilapia with Korean BBQ Sauce, which has been exclusively developed for the US market, following research into upcoming flavour trends.
Selected products from the frozen range are now available in 230 supermarket and hypermarket stores across the Midwestern region.
Mariano’s and Hannaford are both listing a range of three Ready To Eat single portion products.
The latter, owned by Ahold Delhaize, is listing in 170 shops across the North East region, including Maine, New Hampshire, Vermont, Massachusetts and upstate New York.
Roundy’s owned Mariano’s is listing the new products across all 40 high-end stores in the Chicago area from Monday.
Loblaws-owned Fortinos, now stocks four frozen Saucy Fish products in all 23 outlets in Ontario, Canada.
Saucy’s international business development manager, Paul Macis, said: “Since expanding into the freezer aisle in late 2016, the Saucy Fish frozen range is now available in 10 leading retailers, across three of our key territories.
“We’re on a mission to make frozen cooler, bringing convenience and inspiration to the category. The whole frozen range has been so well received, it’s great to see so many retailers getting on board.”
It comes after the Boston Seafood Show and praise at the North Atlantic Seafood Forum, where a branding expert flagged Saucy up as an example of best practice.
Industry expert Claire Nuttall, founder of The Brand Incubator, used the multi-award winning brand in her address at the 12th annual event.
She commented how there were “many logos but few brands,” going on to praise the Grimsby giant as “behaving like a leader”.
Following the launch in the UK in more than 550 Sainsbury’s nationwide in late January, Saucy has revealed how the digital campaign reached 13 million consumers in the first full month.
Video plays a big part in the digital activity, especially across social media, with the brand’s content racked up more than 600,000 views.
The CoolBrand teamed up with Jamie Oliver’s Food Tube and leading digital influencer Katie Pix to create a series of five social recipes videos, using Saucy’s five new frozen products. Paid media activity around frozen has also reached in excess of 12 million people.
Anne Laudage, brand manager at The Saucy Fish Co. said: “We’re thrilled with how well the new Saucy frozen range has been received and initial results are extremely positive. Our ‘Frozen Just Got Cooler’ digital campaign set out to inspire a new generation of shoppers, catching them online through captivating content.
“2017 has already been a great year for The Saucy Fish Co., not only with the UK frozen launch but also internationally as we continue to grow the brand overseas.”
News courtesy: www.humberbusiness.com