European convenience foods group Alfesca has launched naturally smoked chilled jumbo king prawns in the UK under the Lyons Seafoods brand.

In a first for the UK market, the prawns are hot smoked in Scotland in a process similar to that used in the smoking of salmon. Lyons Seafoods developed the product in cooperation with salmon maker Farne, another unit of Alfesca.

“This new product line will reinvigorate the chilled seafood category by offering consumers a genuine alternative to existing products, combining the flavour benefits of smoked fish with top quality sustainable, ethical and ecologically sound king prawns,” said Paul Vita, marketing director at Lyons Seafoods.

“It adds choice and variety to the existing prawn offering and attracts consumers with a love of smoked fish, helping to further grow the king prawn category.”

Lyons Seafoods smoked king prawns will initially be available at Morrisions and are being supported by in-store tastings and advertising in the retailer’s magazine.