'Saucy' salmon sold back to Norwegians

GRIMSBY'S fastest growing seafood brand has started selling Norwegian fish – to the Norwegians.

The Saucy Fish Co, from town processor Seachill, has expanded into the Scandinavian market, with 82 superstores now stocking the chilled dishes on which a £40 million brand is now focused.

It is a "taking coal to Newcastle/selling ice to eskimos scenario" that sees the farmed salmon make a return trip across the North Sea.

While in Grimsby the salmon is filleted, portioned and packaged with a stand-alone sauce sachet in the state-of-the-art Great Grimsby Business Park factory, where 700 people are employed.

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Sales forecasts of more than 55,000 units have been made for the first three months.

Retailer Ica will have initial exclusivity, with multi-retailer plans to be rolled out later in the year.

Sales and marketing director Simon Smith, whose brainchild is Saucy, said he expects to turn heads as an Englishman helps the Norwegians eat fish in a more convenient and inspired way, challenging the nation's traditional dish of cod, potatoes and sour cream.

Mr Smith said: "Fish consumption in Norway far outweighs that of the UK, with a typical Norwegian household enjoying fish twice a week, more than double that of the UK. Research shows that while consumption is high, choice is limited, so our plans centre around injecting inspiration by pairing succulent fish fillets with exciting and tasty sauces – ready to be cooked at home.

"Salmon is gaining huge popularity in Norway, and last year grocery stores sold 16 per cent more fresh fish than the previous year, so it feels the right time to launch The Saucy Fish Co to this market."

Launched three years ago, and boosted by early success with the coveted Seafood Prix d'Elite award in Brussels, the Norwegian move is part of an ambitious two-year plan.

Mr Smith said: "Globally, we're aiming to become a £200 million brand by 2015.

"For the business, successfully placing listings in Norway is a very important step along the brand journey and we expect this to be the first in a line of new international listings during the next 12 months."

The initial product line-up will include UK best-selling Salmon with Chili, Lime and Ginger, Smoked Haddock with Davidstow Cheddar & Chive Sauce plus two new combinations specially created for the Scandinavian palate; Salmon with a Sweet Soy & Chili dressing and Cod with Sundried Tomato Dressing.

With the North Atlantic Seafood Forum also taking place in Norway this week, it is excellent timing. "Saucy" will be introduced to consumers through a combination of digital marketing, PR and in-store sampling.