See all articles

Nomad Foods-owned Findus eyes bigger stake in North American market

The company launched a frozen fish range at Walmart Canada last year -- and is seeing further opportunities to grow its market share.

Nomad Foods-owned Findus, which is headquartered in Sweden, is aiming to increase its market share in the North America, Mats Jörnell, export manager at the company, told IntraFish.

In February 2016, the company launched a selection of its frozen fish range in Canada together with retail giant Walmart, which the company described as a "major breakthrough" back then.

This partnership has been going well, which is why "we feel encouraged to look further into North America, both Canada and the United States," Jörnell said.

The company will be presenting a number of Marine Stewardship Council (MSC)-certified products at the upcoming Seafood Expo North America show in Boston. The range consists of breaded cod and Alaska pollock, as well as a steamed cod fillet with herb butter.

Findus' products have become popular in Canada, Jörnell said, and the company has been able to expand its presence there.

"We now aim to introduce a selection of our products in the US market," he said. "The US market is vast but it's still somewhat narrow in its offering."

Jörnell is also seeing opportunities for products the group developed together with UK Celebrity Chef Jamie Oliver. The company already sells the Jamie Oliver-branded products at Sobey's in Canada.

Findus Sweden has annual frozen food sales of about SEK 2.2 billion (€232.4 million/$249.7 million). Findus exports its frozen retail and foodservice products to about 50 markets today, and Canada is already among the top 10, according to Jörnell.

Findus will be exhibiting at booth #3078 in Boston.


For more seafood news and updates, follow us on Facebook and Twitter or sign up for our daily newsletter.