While younger consumers are aware of the nutritional benefits of eating fish, only 30 per cent of young people consume fresh fish (compared to 50 per cent of over 50 year olds). In addition, younger consumers have a preference for ready-made or easy-to-cook meals.
During the upcoming summer months, Marine Harvest's “Les Grillades de la mer” offer a simple and fun BBQ experience fine-tuned to the needs of young consumers. This represents a significant potential for growth for Marine Harvest, as 76 per cent of French people have barbecues during the summer period.
the new products are:
- Three "classic" skewers (three per tray): fresh salmon, ling or saithe (always fresh, never frozen) is accompanied by delicious pieces of bell peppers.
- Three new marinated products: barbecue-marinated salmon portions on a special BBQ tray, lemon-and-thyme marinated saithe skewers and the traditional marinated salmon "brasérades? on skewers presented on a ready to use aluminum tray.
- Three limited edition "Brazil? products: this range, inspired by the World Cup, brings dynamism to the fresh fish shelves with the delicious"Brazil? spiced fish skewers and novel “Mer & Saveurs” range which offers a choice of two portions of salmon or two cod fillets accompanied by a spicy "Brazil? sauce.
To increase in-store visibility of the range, Marine Harvest designed high-quality and high-impact packaging: the black tray highlights the quality and freshness of the fish and contrasts with colourful new labels, which highlight the culinary virtues of the products, as well as their origin: prepared and packed in France.
A consumer game and a website dedicated to barbecuing fish will be launched to complete the marketing support for the summer range.