UK: The Saucy Fish Co enters US market

The Saucy Fish Co, the Grimsby UK-based manufacturer that is part of the Icelandic Group, has announced its expansion into the US market through a deal with American supermarket chain Giant, owned by Ahold, the Dutch retail group.

The Saucy Fish will be selling its products in 390 US stores and in time for Lent, which is stated to be a time when seafood consumption in North America typically increases.

Seven Saucy Fish products will be made available as part of the launch, including two new designs specially made for the US market. The products will sell in Giant Carlisle and Giant Landover stores, which have outlets in eight states across the north-east of the USA.

“We are confident that The Saucy Fish Co. will secure further US listings this year, and we expect this to be the first in a line of international announcements over the next 18 months”, said Simon Smith, sales and marketing director for Icelandic Seachill.

Smith continued: “There are the same barriers to consumption as exist in the UK”. As in the UK, he believes that, while consumers in the USA are keen on eating more fish, they lack the confidence to cook it. The Saucy Fish concept of fish and sauce packed together, combined with eye-catching branding, would make the range a success, he asserted.

Source: Undercurrent News