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Saucy Fish Co is heading to Danish and French freezers after major retailer wins

Two major European retailers have taken on The Saucy Fish Co’s frozen range, providing Seachill’s award-winning brand with more than 600 new outlets. 

Saucy Fish Co is heading to Danish and French freezers after major retailer wins

The Grimsby giant, recently bought out by Hilton Food Group, closes an eventful 2017 with strong listings in Denmark and France.

Both are new territories for the Coolbrand, which went sub-zero in January, having been chilled-only since launching in 2010. 

The nine-strong range of products, which began with Sainsbury’s and was recently embraced by Tesco, is now available in eight countries, having built on transatlantic trials in the US and Canada.

Launching in the coming days, The Saucy Fish Co’s Salmon with Chilli, Lime and Ginger Dressing, Herb Crusted Salmon with Lemon Butter Sauce and Smoked Haddock with Vintage Cheddar and Chive Sauce have been taken on.

Franprix will stock the trio of frozen products across 180 stores, predominantly around the Paris area, with the nation-leading Dansk Supermarket Group in Denmark listing the range in 410 of the Netto supermarkets as well as 67 Fotex and 17 Bilka hypermarket stores, across the country. 

Paul Macis, international business manager at The Saucy Fish Co, said: “This is such an exciting time for The Saucy Fish Co. Our frozen products have been so well received in the UK, US and Canada, so we look forward to working alongside Franprix and Dansk Group to introduce the range to even more consumers in Europe.” 

Joining 15 of the brand’s chilled products, online-only Ocado has also become the fourth retailer in the UK to stock the frozen range, introducing the brand new Frozen Herb Crusted Salmon with Lemon Butter Sauce, alongside Sea Bass with Salsa Verde, Basa with Asian BBQ Sauce and Thai Spiced Fishcakes.   

Mr Macis added: “New product development has been a focus for The Saucy Fish Co brand this year, especially within our frozen range. Herb Crusted Salmon with Lemon Butter Sauce offers a new exciting twist to our frozen range, so we’re thrilled to be introducing the product to consumers in the UK, through Ocado.”

Analysis has shown that more than three quarters of the purchases made have been on top of the existing spend on frozen fish in Sainsbury’s, with the brand introducing younger, more affluent customers to the town’s premier export through the Frozen Just Got Cooler digital campaign.

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