Northern Foods is launching its premium frozen fish brand Donegal Catch in the UK at the end of the month. It will compete head on against market leader Birds Eye and Young’s Seafood.
Donegal Catch marketing manager Tom Cronin says the move to the UK follows its strong performance in Ireland, where the brand has been available since 1988 and accounts for 63% of the market.
Northern Foods’ frozen foods division, Green Isle, will manage the launch’s marketing and promotions, which will include in-store point of sale and sampling activity.
The brand has secured listings in Sainsbury’s and Somerfield. Other retailers are expected to start stocking it from early next year.
The line includes the Atlantic Caught Freshly Frozen range; the Natural Fish range of cod, haddock and salmon; and the Mini Fillets range. They are promoted as having the “Donegal Catch Trawler Fresh Guarantee”, with its fish products caught in the deep Atlantic Ocean and then fast frozen to capture its natural taste and goodness.
The launch comes as rival Young’s Seafood prepares to undergo a major brand and packaging revamp, backed by a £5m campaign to encourage consumers to buy frozen food.