Flexitarian focus as Saucy widens its frozen 'fish minus fuss' seafood range

By Grimsby Telegraph | Posted: 18 Mar 2019

Grimsby seafood brand The Saucy Fish Co is adding to its range of award-winning products as it looks to continue the “fish minus the fuss” offering in the freezer aisle. 

The growing ‘Flexitarian’ demographic forms a key part of the target market. 

The new dishes are described as providing the “perfect entry point to bring incremental young shoppers into the frozen category and addresses the growing trend of consumers looking for meat free alternatives”.

Three core product innovations from the Seachill team feature Rosti, Melt and Croquette, “perfect for those with a busy lifestyle looking for quick, flavoursome and healthy meal alternatives to meat,” the company said.

The brand intends to launch these later this spring in selected UK supermarkets. 

Amanda Webb, sales and marketing director at The Saucy Fish Co, pictured left, said: “We studied the impact of rising trends like flexitarian diets and new habits such as meat free Mondays on consumers’ dining choices, which directly inspired our new Rosti products. We’ve also aimed to minimise cooking times, in response to the reduction in time people spend on cooking ‘dinner for tonight’.

“All three new product categories deliver against our promise to add a splash of colour and brighten up an otherwise bland category. This new range is our most innovative to date and we’re confident it is the boldest fish product in the freezer aisle.”

Saucy first hit sub zero with a major win with Sainsbury’s back in January 2017, as the celebrated ‘Coolbrand’ - listed alongside Aston Martin and Apple - got even cooler, in a move from chilled to frozen. It is now listed with Ocado, Tesco and The Food Warehouse by Iceland. 

Statistics for the last quarter show The Saucy Fish Co is the fastest growing premium brand in frozen fish, with 21 per cent growth year-on-year. A staggering 91 per cent of the spend on frozen Saucy products is also incremental to frozen added value, boosting a market segment that sees huge contributions to from Grimsby.

The brand expects the new flexitarian range to continue to attract younger shoppers into the category. 

The dishes: 

ROSTIS: Combines shredded nutritious vegetables such as spring onion, red pepper and chive with flakes of fish in a griddled style patty with a serving of sauce. Available in three contemporary flavours they have a cooking time of under 20 minutes and come in a pack of two with an RRP of £2.50; making them an affordable meal option for those looking for a convenient and exciting dish. 

2 x Smokey Fish and Spring Onion Rostis with a Delicious Cheddar Cheese Sauce (RRP £2.50)

2 x Tikka Spiced Basa and Red Pepper Rostis with a Feisty Red Chilli Sauce (RRP £2.50)

2 x Salmon and Chive Rostis with a Heavenly Lemon and Herb Sauce (RRP £2.50)

MELTS: Crumb-enrobed Basa, with an oozy saucy centre in two new flavour-inspired combinations. Described as ideal for people wanting to reduce their meat consumption by swapping a chicken kiev-style product with a lighter fish option. Strong on convenience and taste, a “great centre of plate option” for a midweek dinner.

2 x Basa Melts with a Smashing Garlic and Herb Centre (RRP £4)

2 x Basa Melts with a Fantastic Red Chilli and Coconut Centre (RRP £4)

CROQUETTES: Inspired by the latest trends in informal Spanish dining, cod and potato are encased in a crispy coating with saucy centre. Described as “perfect for those that love to share at mealtimes or a convenient dinner saviour for a quick on-demand meal”. Sold in a handy pack of six, the croquettes have a speedy cooking time of under 20 minutes and carry the lowest price point from the brand.

6 x Cod Croquettes with a Cracking Garlic and Herb Centre (RRP £2.25)

6 x Cod Croquettes with a Punchy Smoked Paprika Centre (RRP £2.25)

MORE: Seachill MD on the value of being based entirely in Grimsby

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