Saucy Fish breaks into Bel­gium

Fish Farmer - - Processing -

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.’

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