Saucy Fish casts net over Scandinavian seafood market

By Lorraine Mullaney

- Last updated on GMT

Saucy Fish aims to become a £173M brand by 2015.
Saucy Fish aims to become a £173M brand by 2015.

Related tags: Norway, Brand management

Fish processor Seachill has launched its £40M brand The Saucy Fish Co on the Scandinavian seafood market.

Saucy Fish Co products arrived on the shelves of 82 Ica stores across Norway for the first time last week (March 1).

Grimsby-based Seachill is forecasting sales of more than 55,000 units of the product within the first three months.

The brand was the brainchild of The Saucy Fish Co sales and marketing director Simon Smith.

Smith said: “Globally, we’re aiming to become a €200M ​[£173M] brand by 2015. For the business, successfully placing listings in Norway is a very important step along the brand journey and we expect this to be the first in a line of new international listings during the next 12 months.”

750 staff

Seachill said it could not estimate the number of jobs that would be created as a direct result of this new listing. However, it noted that, since its inception in 2010, Saucy Fish had grown from a 450-strong team to an employer of 750 staff today.

The company also plans to launch the brand on the US market.

The brand has hit the growing trend for convenience foods by twinning deboned and portioned pre-packed fish with an appropriate sauce in a skin-wrapped pack or foil-bake bag.

Its strategy is based on three principles: iconic branding, distinctive tone of voice and a focus on convenience and inspiration.

Seachill has designed two new products for the Norwegian palate: Salmon with a Sweet Soy & Chilli dressing and Cod with Sundried Tomato Dressing.

Fish consumption

Smith said: “Fish consumption in Norway far outweighs that of the UK, with a typical Norwegian household enjoying fish twice a week – more than double that of the UK. Research shows that, while consumption is high, choice is limited, so our plans centre around injecting inspiration by pairing succulent fish fillets with exciting and tasty sauces – ready to be cooked at home.

“Salmon is gaining huge popularity in Norway and, last year, grocery stores sold 16% more fresh fish than the previous year, so it feels like the right time to launch The Saucy Fish Co to this market.”

The initial product line up will also include the UK’s best-selling products: Salmon with Chilli, Lime and Ginger; and Smoked Haddock with Davidstow Cheddar & Chive Sauce.

There are multi-retailer plans for later in the year.

The Saucy Fish Co brand will be introduced to Norwegian consumers through a combination of digital marketing, PR and in-store sampling.

The brand made its debut in the UK in 2010 and is now one of the fastest growing grocery brands and number one chilled wet fish brand in the UK, according to Seachill.

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