THE Saucy Fish Co has secured a major listing with Tesco UK and Ireland for its frozen range. This is the second important retail coup for the Grimsby based business following a similar launch into Sainsbury’s earlier this year.
But this latest deal with Britain’s largest supermarket chain will come as little surprise to industry observers, as Seachill, Saucy Fish’s parent company, and the Hilton Food Group, which has just bought Seachill for £80.8 million, are both key suppliers to Tesco in their respective meat and fish products.
Since launching the range with Sainsbury’s in February this year, 77 per cent of the Saucy Fish Co’s spend has been incremental to Sainsbury’s frozen fish category as a whole, with the brand introducing younger, more affluent customers to frozen fish – something the company plans to replicate in Tesco’s freezer aisle.
Available across 481 stores from this week, Tesco will sell a new product, Basa with Asian BBQ sauce, plus two established favourites, Smoked Haddock with Vintage Cheddar and Chive Sauce and Salmon with a Chilli, Lime and Ginger dressing, along with two fishcake varieties.
The Tesco listing will be supported by a multi-channel marketing campaign, showcasing how the brand’s fuss-free frozen fish and sauce combinations fit the lifestyle of time-poor young professionals.
Tesco did list the brand’s chilled range in 2010 and 2013, only to mysteriously drop it and then bring it back again.
Martyn Doble, selling manager, Frozen Meal Centres, at Tesco said: ‘The Saucy Fish Co will bring a welcome addition of fun and colour to our frozen fish offering.
‘We’re extremely pleased to be listing these flavoursome new products, and look forward to welcoming Saucy shoppers to our freezer aisles, across the UK and Ireland.’
Amanda Webb, sales and marketing director at the Saucy Fish Co, added: ‘A new listing in Tesco is big news for the Saucy Fish Co. We know from past experience that Tesco shoppers are extremely loyal to Saucy Fish so we expect our frozen range to perform well in the freezer aisle.
‘We are delighted to be back in Britain’s biggest supermarket and expect the new listings to have a really positive impact on our business and our mission to get more people eating more fish, more often.’