Iceland launches new frozen fish campaign with extended range

Iceland has launched a new marketing and PR campaign to encourage more consumers to buy and understand the benefits of frozen fish, backed by an expansion of its already market-leading frozen fish and seafood range.

Developed in response to the growing consumer trend towards premiumisation (making luxury more affordable), the range now includes products such as Rainbow Trout Fillets, Salt Baked Sea Bass, Luxury Hand Filleted Tuna Steaks and Sugo Gamberi (Argentinian prawns cooked in a fiery tomato sauce).

Iceland’s expanded range aims to ensure that it maintains its position as the UK’s number one supermarket for frozen fish.

The new lines also see Iceland maintain its promise to deliver sustainable and responsibly sourced fish to its customers.

Through its pledge to providing transparency through SeaKind^®, Iceland remains committed to ensuring that the products it offers do not harm the marine environment or other species, and to safeguard the future supply of plentiful fish stocks.

Neil Nugent, Trading Director of Food Development at Iceland, said: “The extension of our frozen fish and seafood range underlines our commitment to offering customers new and exciting top quality products, while continuing to demonstrate the many benefits of freshness, convenience, reduced waste and great value that frozen fish can offer.

“We are proud to hold the position of leading frozen fish supermarket in the UK and will continue to develop our products and range to build further on this success.”

Iceland was named Online Supermarket of the Year 2017 at The Grocer Gold Awards in June 2017, and also took home the title of Business Initiative of the Year for ‘The Iceland Kitchen’.