Saucy adds some Thai spice to Sainsbury's frozen range

By Grimsby Telegraph | Posted: 9 Oct 2017

GRIMSBY'S The Saucy Fish Co has secured a further listing with Sainsbury's.

A total of 370 UK stores have today added a third flavour to the frozen range, which launched in January. 

Thai Spiced Fishcakes with a Red Chilli & Coconut Centre have joined the offer from Icelandic Seachill, as the company reports how since venturing into freezer aisles it has "taken the category by storm".

Sainsbury’s frozen fish sales have grown incrementally over the past eight months, with research showing it is successfully drawing a younger, more affluent customer to the freezer aisle.

Strong demand for the brand’s popular range has led to the introduction. Thew new recipe joins the existing frozen Salmon & Cod Fishcakes with a Hollandaise Centre and frozen Smoked Haddock Fishcakes with a Vintage Cheddar Centre.

A  promotional campaign will build on the success of the 'Frozen Just Got Cooler' message.

The Saucy Fish Co sales and marketing director, Amanda Webb, said “Our frozen saucy centred fishcakes have been so well received by consumers across the UK, which led to us developing another exciting product for our new frozen fish shoppers. This is the first time Saucy Fish has used Thai flavours in the fishcake range; the red chilli and coconut complements the fish perfectly and we’re confident this will be a firm freezer favourite in no time.” 

In addition to the nationwide fishcake listing, The Saucy Fish Co.’s wider frozen range continues to grow Stateside, with the CoolBrand last week announcing two new listings across the MidWest and West Coast of America.

It coincides with Seafood Week, with fellow Grimsby seafood giant Young's also adding to its Gastro range as attention focuses on all things fish. 

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