Saucy Fish Co. Nets Listing at Iceland’s Food Warehouse

Thanks to a highly successful trial launch in The Food Warehouse by Iceland’s Wolverhampton store, the Saucy Fish Co. has obtained national distribution in the United Kingdom with the frozen retail specialist.

Frozen products from Saucy are now stocked in all 80-plus Food Warehouse by Iceland stores across the country. The line ranges from Salmon with a Chilli, Lime & Ginger Dressing and Smoked Haddock with Vintage Cheddar & Chive Sauce priced at £4 each, to two sauce-centered fish cakes going for £2 apiece.

saucy fish co salmon packSaucy Fish obtained the new listing after a successful trial in a Food Warehouse store in March of this year. The trial was supported by a highly targeted and successful marketing campaign made up of display, social media and PR activity to reach local consumers.

The creative team behind the fish and sauce brand plans to replicate this success nationwide with a three-month multichannel marketing campaign to support the launch, made up of geo-targeted social, display, and pre-roll activity, as well as public relations efforts.

“Everyone at Saucy is very excited about this new listing at The Food Warehouse,” said Amanda Webb, sales and marketing director. “Iceland’s customers love the ease and convenience of frozen food, so we feel confident they’ll love our flavorsome range of inspirational fish dishes, which go from freezer to fork in less than thirty minutes.”

Food Warehouse storeSince launching into frozen last year, The Saucy Fish Co.’s supporting multi-channel PR campaign has generated in excess of 105 million impressions, using marketing formats such as VDX (video-driven experiences) display units and creating video content with Jamie Oliver’s Food Tube and Made in Chelsea star, Oliver Proudlock.

Saucy, a unit of Seachill, also supplies chilled and ready-to-eat seafood products to UK retailers. Based in Grimsby, England, the company employs 750 people.