Saucy Fish Co. Heats Up Sainsbury’s Frozen Seafood Sales
In the 12 weeks since launching into Sainsbury’s stores in Great Britain, 80% of the revenue generated by Saucy Fish Co. frozen fish sales has been rung up at the United Kingdom’s second largest supermarket chain. So say Kantar Worldpanel statistics covering the three-month period ending on April 23, 2017.

frozen just got coolerEarlier this year the Grimsby, England-based seafood company entered the UK frozen food sector in earnest with the introduction of a range of five ready-to-cook fish and sauce products featuring salmon, haddock and sea bass. In February, it launched a 10-week “Frozen Just Got Cooler” digital campaign, designed to appeal to a younger generation of shoppers by catching them online with creative content. The award-nominated digital drive has reached more than 55 million consumers across multiple platforms, with over one million people watching Saucy Fish frozen campaign video assets via social media and YouTube.

“We’re absolutely thrilled with how well the frozen range has been received in Sainsbury’s. Saucy Fish products have been a popular choice with consumers in the UK for seven years now, so it’s great to see so many people venturing down the freezer aisle to try something new,” said Amanda Webb, sales and marketing director.

FS Chilli Lime V1She added: “Our frozen range is also thriving internationally, with new listings in the US and Canada. It’s a very exciting time for the brand and with summer just around the corner, we’ve got plenty more frozen activity planned.”

Meanwhile, Saucy Fish Co. owner Icelandic Seachill is on the block. Íslandsbanki and UK-based Oghma Partners have been engaged to manage the sale of all shares of the company, which rang up receipts of £266.3 million and posted earnings of £10.4 million in 2016.

Founded in 1998, the business has grown to be one of the largest chilled fish processors in the UK, with well-invested facilities and an established supply chain. The company, which employs approximately 750 people, works exclusively with suppliers with access to MSC-certified seafood or those participating in a fisheries improvement program.

About Icelandic Group

The Enterprise Investment Fund (EIF) owns 100% of Icelandic Group stock. The company owns and manages all Icelandic Seafood brands and provides various services to license holders and other producers in Iceland. Its primary partners are Solo Seafood of Spain and Nova Scotia, Canada-based Highliner Foods.