Chilled fish brand, Fish Said Fred, from New England Seafood International (NESI) has just landed an exciting new listing with 200 Sainsbury’s stores and unveiled a heavyweight TV sponsorship deal with Channel 4’s Steph’s Packed Lunch.
Fish Said Fred recently celebrated its first birthday and over the last year the brand has achieved huge success with retail sales of £5 million, more than 1.1 million units sold and growing at 113% year to date. Initially launching in Ocado with four products in June 2020, the brand has since launched into Waitrose, ASDA and Tesco as well as Planet Organic and Wholefoods. The range has expanded to a total of 14 different premium responsibly sourced seafood products with species including: Sea Bass, Sea Bream, Cod, Haddock, Pollock, and Keta Salmon.
Sainsbury’s is the latest supermarket to introduce Fish Said Fred in up to 550 of their stores (rolling into store now) with a range of five delicious products including: Whole Sea Bass 520g, Whole Sea Bream 520g, Pesto Crusted Seabass 245g, Big Fillets of Sea Bass 240g, and Big Fillets of Cod 320g. Tesco is also expanding its range from three to five products this month with the addition of Sea Bream Fillets 180g and Cod Fillets 240g.
Also kicking off this month is an exciting 14-week multi-layered sponsorship of Steph’s Packed Lunch on Channel 4. The brand’s debut TV advertising campaign aims to reach families and capitalise on Channel 4’s strong reputation for much-loved food programming. The activity features Fish Said Fred product placement in the newly created in-show ‘Fish Friday’ cooking segment and co-branded idents throughout each show daily.
Lisa Cowell, NESI, head of brand, said: “The new Sainsbury’s and Tesco listings along with Steph’s Packed Lunch sponsorship marks a new milestone for NESI and Fish Said Fred (™) as we seek to make our brand more available and more visible to UK consumers, and inspire them to enjoy more delicious, healthy and sustainable seafood more often. We want to make fish more accessible and less scary to people and through our shopper marketing plans with leading customers, our sponsorship with Steph’s Packed Lunch, new website, and social strategy we really can promote our products to shoppers in a relevant and targeted way. We look forward to seeing the impact of our increased distribution and marketing investment.”
The 13-strong Fish Said Fred line-up includes: Sea Bass Fillets 180g, Sea Bream Fillets 180g, Butterflied Sea Bass with Lemon and Parsley 225g, Sea Bass with Lemongrass Butter 225g, Cod Fillet 240g, Smoked Haddock 220g, Alaskan Pollock 270g, Whole Bass 520g, Whole Bream 520g, Crusted Sea Bass 245g, Big Fillets of Sea Bass 240g, Big Fillets of Cod 320g, and Wild Keta Salmon Fillets 220g.
Fish Said Fred was created in 2020 to help take away the risk and confusion that shoppers can experience when buying fish. The brand, inspired by NESI founder Fred Stroyan, was developed with familiarity, accessibility, and simplicity in mind. Each product has been carefully selected and prepared to make it incredibly easy to cook, with minimal fuss and no complicated or messy preparation required.
Furthermore, with sustainability and responsible sourcing being such important buying considerations for consumers, the team at NESI including head of sustainability Ruth Hoban work closely with the ASC and MSC to ensure all the products in the range have achieved ASC or MSC certification. These certificates are proudly displayed on pack to give consumers further reassurance of the product’s high-quality and sustainability.