When the Saucy Fish Co. brand powered onto the UK market in 2010 with a listing in retail giant Tesco, it marked a major shift in the chilled category.

The brand shook up the private label-dominated UK retail sector, captured the imagination of consumers, and inspired a slew of "me too" brands hoping to capture some of the brand's magic.

Today, however, the brand has all but disappeared from retailers' shelves in the UK and other markets it entered as part of its ambitions to make a British brand global.