Following the successful launch of Saucy Fish Co.’s frozen product line in February of 2017, the brand has now secured listings with Tesco UK and Ireland. This is its debut in the supermarket chain’s freezer section, following the listing of Saucy chilled fish dishes in 2010 and 2013.
The range is produced by Grimsby, England-based Seachill, which was recently acquired from the Icelandic Group by the Hilton Food Group for £84 million. The transaction is slated for completion on or about November 7.
Introduced at 481 stores across the United Kingdom on October 29 was a new frozen Basa with Asian BBQ Sauce, along with a bestseller, Salmon with a Chilli, Lime & Ginger Dressing. Tesco Ireland stores will also stock frozen Salmon with Chilli, Lime & Ginger Dressing, Smoked Haddock with Vintage Cheddar & Chive Sauce, and two popular fishcake varieties.
Basa with Asian BBQ Sauce is the latest addition to Saucy’s expanding frozen range, currently stocked exclusively in Tesco. The offering serves two persons and cooks from frozen in 20 minutes.
The Tesco listing will be supported by a multichannel marketing push across PR, social, display, VDX and pre-roll, with Saucy Fish creating video content in a distinct Saucy style, placing a significant investment behind the activity. As part of the campaign, celebrity influencer Oliver Proudlock will showcase how the brand’s fuss-free frozen fish and sauce combinations fit well with the lifestyle of time-poor young professionals.
On the eve of the introduction, Martyn Doble, frozen meal centers selling manager at Tesco, commented: “Saucy Fish will bring a welcome addition of fun and color to our frozen fish offering. We’re extremely pleased to be listing these new products, and look forward to welcoming Saucy shoppers to our freezer aisles.”
Amanda Webb, Saucy’s sales and marketing director, added: “A new listing in Tesco is big news for us. 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 and to have a really positive impact on our business and our mission to get more people eating more fish, more often.”
