Smoked salmon is a firm favourite for consumers on Christmas Eve and Christmas Day, but with culinary experimentation on the rise, Irish Trout have launched its new Hot Smoked Flaked Trout (RRP £3.25 / 80g) for a #sofishticated Christmas.

According to Michael Freedman, Senior Shopper Insight Manager at IGD, states: “27% of shoppers say they expect Christmas 2021 to be bigger than normal, as people come together for larger celebrations to make up for lost time”[i]. Festive dining is set to be more important than ever this year, with retailers expecting significant sales on their festive products in comparison to pre-Covid levels, as consumers look to make up for lost time.

The new variant is the latest innovation in the brand’s product portfolio, joining its staple pate and caviar in the range. Rolling out into Sainsbury’s, the newest addition aims to strengthen Irish Trout’s presence in the UK market.

Hot Smoked Trout has been re-packaged into a resealable pot, perfect for a convenient healthy option across meal occasions. The new addition is mild flavoured, delicately textured, and packed with nutrients, being a good source of Vitamins B6, B12, pantothenic acid and selenium. The new product is also rich in protein and essential Omega-3 fatty acids, as well as potassium and phosphorus— all helping to manage high blood pressure, improve muscle strength, and boost metabolism.

Over the past year we have also witnessed an eco-awakening, with research stating that 73% of UK consumers want to be more sustainable in 2021[ii]. Irish Trout are verified members of the Origin Green Programme, Ireland’s national food and drink sustainability programme, which enables the industry to set and achieve sustainability targets to protect the environment and serve local communities.

Ger Kirwan, Managing Director at Irish Trout, commented on the launch: “Our new Hot Smoked Flaked Trout will provide shoppers with an innovative, flavoursome product that offers a delicious alternative to traditional smoked salmon, just in time for the Christmas festivities.

Product innovation is at the forefront of our brand strategy, and we are delighted to be expanding our range in Sainsbury’s. We have seen tremendous growth in the UK market this year and hope to be available in more retailers in the New Year. Sustainability is at the heart of the brand, and we look forward to growing our range to appeal to the more eco-conscious consumers, while keeping up with modern consumer tastes”.’

[i] www.specialityfoodmagazine.com/news/christmas-2021-how-to-boost-sales

[ii] https://ethicalhour.co.uk/consumer-sustainability-trends-2021/

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