July 3, 2022

Tesco snap up The Saucy Fish Co. frozen range with nationwide listing

Following the hugely successful launch of The Saucy Fish Co.’s frozen range earlier this year, the CoolBrand have secured a major frozen listing with Tesco UK and Ireland.

Since launching the range with Sainsbury’s in February 2017, 77%* of The Saucy Fish Co.’s spend has been incremental to Sainsbury’s frozen fish category as a whole, with the brand introducing younger, more affluent customers to frozen fish – something they intend to replicate in Tesco’s freezer aisle.

Available from 29 October 2017, 481 stores across the UK will stock The Saucy Fish Co.’s new frozen Basa with Asian BBQ Sauce and bestseller, Salmon with a Chilli, Lime & Ginger Dressing. Tesco Ireland will also stock frozen Salmon with Chilli, Lime & Ginger Dressing, Smoked Haddock with Vintage Cheddar & Chive Sauce and two popular fishcake varieties.

Basa with Asian BBQ Sauce is the latest addition to Saucy’s expanding frozen range, currently stocked exclusively in Tesco. Basa serves two and cooks from frozen in just 20 minutes.

The Tesco listing will be supported by an impressive multichannel marketing campaign across PR, social, display, VDX and pre-roll, with Saucy Fish creating captivating and engaging video content in a distinct Saucy style, placing a significant investment behind the activity. As part of the campaign, Saucy Fish will be teaming up with celebrity influencer Oliver Proudlock, launching in November, to showcase how the brand’s USP of fuss-free frozen fish and sauce combinations perfectly fit the lifestyle of time poor young professionals.

This is The Saucy Fish Co.’s debut listing in Tesco’s frozen aisle, with the supermarket listing the brand’s chilled range in 2010 and 2013.

Martyn Doble, Selling Manager, Frozen Meal Centres, at Tesco, comments: “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.”

Amanda Webb, Sales and Marketing Director at The Saucy Fish Co., adds: “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.”

Grimsby-based, The Saucy Fish Co. recently launched new Thai Spiced Fishcakes in Sainsbury’s and announced two new international frozen listings in the US. 

* Kantar Worldpanel, 32we 10 September 2017