Whitby Seafoods has relaunched its Scampi Bites following a major reformulation and packaging update.
The bites (rsp: £1.45/190g) have been reformulated to include fresh cod and scampi to improve taste and texture, while the packaging has been redesigned to put snacking cues front-of-pack.
With the inclusion of snacking cues, Whitby also said it was looking to take on the burgeoning snacking category and the dominance of fried chicken.
Pointing to the bites’ 10g of protein per 100g, the business said they met “several important younger-shopper trends”.
Additionally, while the bites have been launched into freezers, Whitby said it was looking to bring the improved recipe to chillers as Scampi Poppers.
The reformulation has performed well in independent shopper testing, according to Whitby, with 75% of shoppers preferring the reformulated recipe compared with the old and a competitor.
“Scampi is brilliantly suited to the growing snacking occasion,” Whitby Seafoods MD Laura Whittle told The Grocer. “We have seen an explosion in the consumption of fried chicken with outlets like Big Dave’s and KFC seeing massive growth.
“Birds Eye Chicken Shop has done really well in retail, but now it is Whitby Scampi’s turn to be the snack food of choice for the younger shoppers.”
The revamped SKU is already on sale in Tesco, ahead of a wider rollout.
“The new listings will introduce more shoppers to scampi in a convenient and affordable format with all the colour, stripes and flexibility of coated chicken, but with better provenance,” Whittle added.
“This is a great example of how investing in product quality can strengthen our relationships with customers, unlock new listings and support our strategy to sell more scampi.”
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