September 19, 2018

The Saucy Fish Co. expands UK frozen fishcake range

The Saucy Fish Co. range of frozen fishcakes is expanding, with its new Thai Spiced saucy centered fishcake securing a nationwide listing with Sainsbury’s.

Since venturing into freezer aisles across the UK eight months ago, The Saucy Fish Co. has taken the category by storm, growing Sainsbury’s frozen fish sales incrementally and successfully drawing a younger, more affluent customer to the freezer aisle.

Strong demand for the brand’s popular saucy centered frozen fishcakes has led to the introduction of new Thai Spiced Fishcakes with a Red Chilli & Coconut Centre. The product serves two and is now available in over 370 Sainsbury’s stores nationwide. This latest Thai flavoured offering joins The Saucy Fish Co.’s existing range of frozen Salmon & Cod Fishcakes with a Hollandaise Centre and frozen Smoked Haddock Fishcakes with a Vintage Cheddar Centre.

The Sainsbury’s listing will be supported by marketing activity, in The Saucy Fish Co.’s distinct style, across PR, social and paid media. The campaign will build on the success of their Frozen Just Got Cooler message, which reached in excess of 55m consumers when Saucy first launched in the freezer aisle in February this year.

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

The Saucy Fish Co. Sales and Marketing Director, Amanda Webb, comments: “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 have 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.”