The Saucy Fish Co is back in Tesco as UK's number one supermarket goes sub-zero
BACK 'HOME': Saucy Fish Co has returned to Tesco as the frozen category debuts in the UK's number one retailer.
By Grimsby Telegraph | Posted: 30 Oct 2017
THE Saucy Fish Co is back in the UK’s leading supermarket, providing a major volume boost for the Grimsby seafood giant.
Following the hugely successful launch of Icelandic Seachill’s branded frozen range with Sainsbury’s earlier this year, the team has secured a major listing with Tesco in the UK and Ireland, after a two-year hiatus.
It comes after research found nearly £8 in every £10 spent on Saucy Fish Co was extra money brought to the frozen category at the closest competitor, with the brand introducing younger, more affluent customers to the freezer aisles.
A total of 481 stores will stock both the best selling Salmon with a Chilli, Lime & Ginger Dressing and – as an exclusive – a new frozen Basa with Asian BBQ Sauce.
Tesco Ireland will also stock Smoked Haddock with Vintage Cheddar & Chive Sauce and two popular fishcake varieties.
EXCLUSIVE DISH: The Saucy Fish Co's Basa with Asian BBQ Sauce.
Amanda Webb, sales and marketing director at The Saucy Fish Co, said: “A new listing in Tesco is big news for The Saucy Fish Co. 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.
“We are delighted to be back in Britain’s biggest supermarket and expect the new listings to have a really positive impact on our business and our mission to get more people eating more fish, more often.”
It comes as the owner of the brand is being bought out by another major Tesco supplier, Hilton Food Group, in an £81 million deal, which is expected to complete on November 7, subject to Hilton shareholder approval.
The Tesco listing will be supported by a significant investment in a multi-channel marketing campaign. As part of it, Saucy will team up with celebrity influencer Oliver Proudlock, to showcase how the brand’s USP of fuss-free frozen fish and sauce combinations perfectly fit the lifestyle of time poor young professionals.
MADE IN GRIMSBY: Oliver Proudlock is to work with Saucy Fish Co. Picture: Twitter / @OliverProudlock
The Made in Chelsea cast-member has his own fashion label, Serge DeNimes, and was at Eton with Prince Harry.
Seachill was set up to serve Tesco’s own label and wet fish counter needs, with the supermarket still accounting for 80 per cent of the company’s sales. The brand was originally developed for the retailer, and was the first listing at launch in 2010, but was de-listed in October 2015.
Martyn Doble, selling manager for frozen meal centres at Tesco, said: “The Saucy Fish Co will bring a welcome addition of fun and colour to our frozen fish offering. We’re extremely pleased to be listing these flavoursome new products, and look forward to welcoming Saucy shoppers to our freezer aisles, across the UK and Ireland.”