Saucy Fish breaks into Belgium

THE Saucy Fish Co is to expand into Belgium. Consumers across the Channel are now able to enjoy the brand’s popular fish and sauce combinations, with four products being stocked exclusively in 808 Delhaize stores nationwide.

Saucy Fish is already in Norway, but this is the first forage into an EU country.

The Belgium range will include Saucy’s new Cod Loin with Beurre Blanc Sauce, exclusive to the Belgium market, in addition to Salmon Fillet with Thai Cuisine Sauce in both 160g and 280g portion sizes, along with the brand’s popular Sea Bass with Beurre Blanc Sauce.

The Saucy Fish Co Belgium will debut in a national Delhaize roadshow, along with a print ad in the supermarket’s consumer magazine.

The brand has also launched a new Facebook page with content in both Flemish and French, and intends to launch a dual language Belgian website next year.

This news follows a series of international expansion announcements as the Grimsby based label, part of the Icelandic international seafood company, moved into the US and Australia last year.

Since launching in 2010, Saucy Fish has gone from strength to strength, aiming to provide shoppers with the inspiration and ease to cook fish confidently at home.

In just five years, it has transformed the way millions of people think about fish.

Paul Macis, international and business development manager at Saucy Fish UK, said: ‘We’re very pleased to be partnering with Delhaize to introduce the Saucy Fish Co brand to Belgium.

‘International growth is a core part of Saucy’s strategy so we’re delighted to have this major listing secured within a leading European retailer.’

Kathleen Van Maele, marketing and product manager at Icelandic Gaudus, said: ‘Following the success of the brand’s other international launches, we’re very excited to be introducing the Saucy Fish Co to a new market in Belgium.

‘Having developed a range of products tailored to Belgian tastes, we’re confident the products will be well received and look forward to seeing the brand take off over the coming months.’