US surimi seafood producer Trans-Ocean Products is stepping away from the long-standing practice of labeling surimi products as “imitation crab" or “imitation lobster," with the rollout of its new Simply Surimi, made with wild Alaska pollock and just eight other all-natural ingredients.
Trans-Ocean said it believes calling surimi by its real name will "broaden the market for surimi seafood to include educated food consumers who are familiar with surimi and, more importantly, will not consider purchasing a product labeled as 'imitation.'"
“The time is right for Simply Surimi,” said Lou Shaheen, vice president of sales and marketing at Trans-Ocean.
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