Royal Greenland addressing consumer uncertainty
Faced with a variety of temptations on the menu, customers need to be reassured of a taste experience that goes beyond what is often expected from a fish dish. Inspiration and convenience are united in a wide assortment of fillets with traditional and innovative breading.
The desire for a tasty and healthy change served by an expert is what drives customers to choose fish when eating out, according to a recent study by Seafish. However, leaving the comfort zone of chicken and steak can take a little encouragement. Accessibility and uncertainty related to convenience are standing in the way between the uncertain customer and the pleasure of eating a well prepared fish.
Reassurance by convenient fillets
Reassurance on taste, quality and consistency is needed to build and support associations of a satisfying and enjoyable taste experience and raise the expectations to a level that a fish dish deserves. A lack of choice on the menu and a perception of fish as a healthy but less convenient alternative, especially due to the discomfort of bones, are two of the main concerns among fish eaters (source: Seafish). These concerns are addressed by Royal Greenland's wide assortment of filleted fish from the North Atlantic. In addition to a selection of natural fillets, numerous choices of breading or batter with different flavors are available.
Classic and innovative breading
Royal Greenland has developed a variety of delicious breading, ranging from the traditional to the modern. The classic three layers of crumb, flour or batter is keeping the fillet juicy and tender beneath a delicately crunchy surface. These popular fillets with 40-46 % breading are also available in a convenient pre-fried, oven-ready version, as are many of the breaded fillets from Royal Greenland. The tempting assortment of stuffed and breaded fillets creates a satisfying meal with a selection of savory flavors and a slightly lower breading content of 33 %, while the Clean Label gourmet fillets offers a completely authentic breading free from artificial colorings, flavorings and preservatives.
Royal Greenland is currently focusing on the lightly dusted fillets with a thinner crispy surface, and a breading content of no more than 20-25 %. The lightest meunière version is simply dry-coated with flour, creating a breading content down to a modest 8-10 %. This sophisticated breading is also available in appetizing flavors with lemon and parsley or cracked black pepper. Another lighter option is the rye flour breading with a fuller taste due to a high content of whole grain.
Umami and organic news
Royal Greenland has recently introduced a new umami breading, adding a level of depth and character to fillets of plaice and flounder. Organic breading will be launched in the beginning of next year to meet the demands of the increasing number of environmentally conscious consumers.
