The Big Prawn Company is casting its net into the growing chilled seafood sector with a premium range that includes several first-to-market products for the UK.
Norwegian Rope Grown Mussels, Seafood Cocktail in brine and Seafood (Surimi) Bites in brine are available in 180g retail packs in shelf-ready boxes as well as in a 900g foodservice format.
The company, which is in the process of creating a premium sub-brand to accompany its long-life and chilled brined seafood offerings, is also launching Chilean Gamba Hand Peeled Pink Prawns, which offer an “intensity of colour and flavour” as well as a Big Prawn Cocktail Sauce, which it promises is of restaurant quality. All products will retail from £1.09 to £3.69 and are available from late September.
Sales and marketing director Harvey Crabtree said further innovation was planned in the chilled fish category, which is worth £1bn and is growing at 7% in value [TNS 52 w/e December 5, 2004]. “We have spent a considerable amount of time evaluating the market and utilising focus groups to ensure these products exceed market and consumer expectations.
“We also expect to rapidly follow this NPD activity in line with our strategic plans and take our first steps into the arena of chilled long-life added-value seafood snacking concepts.”
The company is spending hundreds of thousands of pounds on a press campaign to support the new ranges.
Claire Hu