A ‘lil bit fishy

Due to its health properties and versatility, fish is continuing to grow in popularity. Frozen fish has also benefited from innovative new packaging and variety.

Brand Central

16 June 2010

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At a glance: seafood

The frozen fish market is worth almost €45m
The largest sectors within frozen fish are coated fillets(50%), fish fingers(22%) and natural fillets(13%).
Birds Eye is the market leader in fish fingers, with almost 80% market share
Birds Eye sells six times more packs of fish fingers than the nearest branded competitor
Donegal Catch is continuing to command a 67% market shareThe Frozen Fish market is worth almost €45m. Frozen fish volume sales have grown 7% (last 12 weeks of last year). The largest sectors within frozen fish are coated fillets (50%), fish fingers (22%) and natural fillets (13%).(source data ACNielsen 52 w/e 24th Feb 2010)

The Seafood Circle

seafood4 BIM/Irish Sea Fisheries Board, the State agency with responsibility for the Irish fishing and aquaculture industry, developed the Seafood Circle initiative to support and encourage restaurateurs and retailers to consistently deliver the highest standards of seafood and service to their customers.

There are three categories of membership – hospitality, seafood specialist and supermarket seafood counter, with a total of 175 members nationwide this year. A full list of members is available on the designated Seafood Circle website www.seafoodcircle.ie.

All multiple, symbol groups and independent supermarkets offering a range of seafood from a wet fish counter, as part of a much greater offering of other foodstuffs, can apply for membership in the Supermarket Seafood Counter category.
The retail element of the programme is assessed by experienced BIM personnel and independent assessors. Applicants receive unannounced visits during the assessment period and report their findings to an independent approvals committee and spot checks are carried out as required.

For 2011, the criteria for membership will again focus heavily on the quality of fish, customer service and of course adherence to correct labelling and hygiene practices. Carrying a minimum range of 12-14 species on the wet fish counter is a basic requirement for membership.

The leader of the shoal

Birds Eye is the market leader in fish fingers, with almost 80% market share. Birds Eye 10’s Cod fish fingers, is the number one fish finger in Ireland with Birds Eye selling six times more packs of fish fingers than the nearest branded competitor (source ACNielsen 52 w/e 24th Feb 2010).

In keeping with consumer trends, Birds Eye has always been to the fore in the frozen fish category through the launch of innovative products. Birds Eye Omega 3 fish fingers brought the consumer added health benefits, and more recently the launch of Birds Eye Salmon Fish Fingers has brought more ‘adult’ appeal to the sector.

The latest innovation brought to the market by Birds Eye is the ‘Bake to Perfection’ range. This new range answers three key consumer concerns about fish as many consumers do not like to touch fish, do not know how to prepare fish and do not like the smell of fish.

Birds Eye ‘Baked to Perfection’ is a new range of fish fillets and seafood complimented with a suitable sauce. Each variant comes with two individually wrapped portions and Birds Eye’s innovative packing technology “Pake Perfect bag” TM prevents the fish from drying out during the cooking process while preventing unwanted aroma.

Launched in October 2009, the Birds Eye Bake to Perfection range includes salmon, pollock and prawns. Within 12 weeks of launch Birds Eye Bake to Perfection accounted for almost 30% of natural fish sales. Bake to Perfection Salmon is now the third most popular natural fish product(source ACNielsen 20 w/e 24th Feb 2010.

Birds Eye are now extending the range with the launch of Ireland’s most popular fish with Birds Eye Baked to Perfection Cod. This launch will be supported with a TV campaign throughout April and strong in-store activity.

Catch of the day

Donegal Catch is continuing to command a 67% market share(AC Nielsen 18 April 10) in the convenience sector, maintaining its strong position as brand leader in the frozen fish category. In keeping with consumer trends, the brand has always created excitement in the frozen fish category through the launch of innovative products.

With consumers becoming more sophisticated and adventurous with their fish purchases, Donegal Catch continue to look for new species and recipes to recruit new consumers into the category. Although their cod and haddock products are key to the brand, their sustained success has been moving into less traditional species, such as the Yellow fin Sole lightly dusted with lemon and parsley and the hake lightly dusted with tomato and basil. All you have to do is pop it in the oven for 20 minutes and it’s done. Perfect as a main meal or with a salad for those who are a little more health conscious. These two products can also be cooked on the BBQ so are a perfect addition to any BBQ this summer.

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