NORWAY: The Saucy Fish Co. launches in Norway

THE SAUCY FISH CO. NETS NORWAY AS NEW MARKET

The Saucy Fish Co. has today announced that from 1 March 2013 consumers in Norway will be able to enjoy the brand's chilled fish and sauce and combinations as the successful Grimsby-based company expands into the Scandinavian market.
 
Building on its homegrown popularity since 2010 for convenient and inspiring fish meals, the £40m Saucy Fish Co. brand predicts strong growth in this new market with forecasted sales of over 55,000 units within the first 3 months.
 
The Saucy Fish Co. will be sold exclusively at 82 Ica superstores across Norway, with multi-retailer plans later in the year.  The brand 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.
 
The initial product line up will include UK best-selling Salmon with Chili, Lime and Ginger, Smoked Haddock with Davidstow Cheddar & Chive Sauce plus 2 new combinations specially created for the Norwegian palate; Salmon with a Sweet Soy & Chili dressing and Cod with Sundried Tomato Dressing.
 
The brand, the brainchild of The Saucy Fish Co. Sales & Marketing Director, Simon Smith, believes supermarket fish offerings should provide shoppers with the inspiration and help build confidence to prepare a chilled fish dish from scratch.
 
Simon commented: "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 whilst 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% more fresh fish than the previous year, so it feels the right time to launch The Saucy Fish Co. to this market.
 
"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 Saucy Fish Co. brand will first be introduced to Norwegian consumers through a combination of digital marketing, PR and in-store sampling.
 
The brand made its debut in the UK in 2010 and is now one of the fastest growing grocery brands and number one chilled wet fish brand in the UK. Its formula for success has been adopting a consumer insight strategy, based on three guiding principles: iconic branding, distinctive tone of voice and a single-minded focus on convenience and inspiration.

Original source: The Saucy Fish Co