Saucy success: Sales show frozen is getting cooler!

By Grimsby Telegraph | Posted: 8 May 2017

FOUR in every five pounds spent on Saucy Fish Co’s new frozen range is new money heading for Sainsbury’s freezer aisles.

The findings, from respected consumer analyst Kantar Worldpanel, come as the Grimsby brand celebrates the first three months of the exclusive tie up with Britain’s second biggest supermarket

Saucy, produced by Icelandic Seachill across the two sites, said it is also introducing younger, more affluent customers to frozen fish through their ‘Frozen Just Got Cooler’ digital campaign.

Late January saw a range of five frozen fish and sauce products introduced to consumers in the UK for the first time. 

Beginning in February, the four-times CoolBrand launched a 10-week online promotion, which set out to inspire a new generation of shoppers, catching them online through captivating content. 


MORE: Behind the 'headline from heaven', how Icelandic Seachill's CEO set about delivering growth to frozen


The award-nominated campaign has now reached in excess of 55 million consumers across multiple platforms, with over one million people watching Saucy Fish frozen campaign video assets across social media and YouTube pre-roll (advertising before a selected video).  

The Saucy Fish Co sales and marketing director, Amanda Webb, said: “We’re absolutely thrilled with how well The Saucy Fish Co frozen range has been received in Sainsbury’s. Saucy Fish products have been a popular choice with consumers in the UK for seven years now, so it’s great to see so many people venturing down the freezer aisle to try something new. 

 “Our frozen range is also thriving internationally, with new listings in the US and Canada. It’s a very exciting time for the brand and with summer just around the corner, we’ve got plenty more frozen activity planned.”

Sainsbury's declined to comment on the early success, stating it doesn't comment on individual suppliers. 

The update comes as the company behind it is marketed for sale, with interest understood to be stirred from North America to the Far East, as well as the West Midlands, where 2 Sisters is developing an appetite for seafood, building on strong meat-based production and the acquisition of Grimsby’s Five Star Fish.

Last week the sale was agreed for a recently-redundant Icelandic Seachill plant – the former meals operation on Estate Road Five, South Humberside Industrial Estate - to Seagold, in a completely separate deal. 

More than 750 permanent staff and hundreds of agency workers are employed by Icelandic Seachill. 

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