Fish Said Fred’s new oven ready range meet consumers’ enthusiasm for diverse culinary experiences

Responsibly-sourced chilled fish brand, Fish Said Fred, is launching two new SKUs to its Oven Ready range this April, Thai Green Cod Curry and Tuna Katsu Curry.

The Fish Said Fred Oven Ready range was launched in April 2023, to offer shoppers a convenient, accessible and delicious way to integrate more fish into their diet. These convenience products continue to be a key strategic opportunity for the brand and category, with added value spend growth within chilled fish +9% YoY (Kantar: Total Chilled Fish | Total Market | Spend Share & Growth | 52 w/e 17 March 2024).

The introduction of the two new flavour options reflects Fish Said Fred’s dedication to catering to evolving consumer preferences. The new offerings tap into the trend of consumers eagerly embracing new and diverse flavours from around the world, alongside the growing need for ease of preparation.

The new Thai Green Cod Curry contains chunky cod pieces in a creamy Thai Green Curry sauce while the new Tuna Katsu Curry contains crispy katsu tuna bites with a fragrant katsu curry sauce. The two new additions will join the existing Cheesy Smoked Haddock SKU. The Oven Ready range is 100% MSC and ASC certified, highlighting Fish Said Fred’s commitment to sourcing fish sustainably and responsibly.

Lisa Cowell, head of marketing at New England Seafood, parent company of Fish Said Fred notes the latest introductions to the range address an appreciation for nutritious and responsibly sourced fish for families across the UK.

“With exciting new flavours like the Thai Green Cod Curry and Tuna Katsu Curry, we’re not only satisfying the evolving palates of consumers but also inspiring them to explore the diverse culinary landscape of seafood options available,” Cowell says.

The launch of the new flavours will be supported by a national radio, paid social and shopper marketing campaign for Fish Said Fred to raise awareness of the range and drive footfall in store.

The new SKUs will be available in Tesco and Sainsbury’s from April onwards (RRP: £5).

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