Frozen boost from Saucy as customers go sub-zero

By Grimsby Telegraph | Posted: 16 Jul 2018

MORE than £2 out of every £3 spent on a Grimsby seafood giant’s new sub-zero product range is new money in the sector, data analysis has revealed. 

Since launching into frozen last year and securing listings with Sainsbury’s, Tesco, Ocado and Amazon Fresh, 69 per cent of The Saucy Fish Co’s spend has been incremental to the category.

It means the town-based brand is  bringing new frozen shoppers to some of the UK’s biggest grocers.

Acquired by Hilton Food Group late last year, Saucy continues to attract younger, more affluent consumers to frozen fish, with a multi-channel marketing campaign invested in heavily.

Spanning PR, digital and social, it reached more than 105 million consumers, using innovative marketing formats.

Saucy’s sales and marketing director, Amanda Webb, said: “The past 12 months have been game-changing for The

Saucy Fish Co. We’re absolutely delighted to have introduced a new generation of younger shoppers to frozen fish, a category they wouldn’t usually consider.

“The Saucy Fish Co frozen range has gone from strength to strength since launching last year, with numerous listings across the US and Canada too. Our frozen offering continues to expand, with the recent introduction of our frozen Thai Spiced Fishcakes and more exciting new product developments in the pipeline.”

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