Hilton Seafood UK is relaunching The Saucy Fish Co. brand of value-added seafood products in supermarket chain Asda.

"Saucy Fish has relaunched following consumer insight-led redevelopment," a spokesperson for Hilton told IntraFish. "We have redeveloped the brand for people who enjoy fish, but are looking for inspiration to be able to eat fish more often."

The refreshed look and feel of The Saucy Fish Co. brand "focuses on flavor first, in a disruptive vibrant design with strong shelf stand out for customers at the chilled fish fixture and new tag line ‘Oh so saucy!’" said the company.