Frosta brand sold at 81% of German retailers since launch last year

Since the launch of its new branded fish line in August 2013, German frozen food supplier Frosta made big strides to gain a strong position in the squeezed German frozen fish market.

Up through June, 81 percent of all German supermarkets offered the brand, raking in more than €5 million ($6.6 million) in turnover, Hinnerk Ehlers, head of brand at Frosta, told IntraFish, citing IRI data.

Its biggest competitor, Iglo, is sold at 100 percent of supermarkets, however, "we have already overtaken smaller frozen brands," he said, including Deutsche See, which is available at 57 percent of German retailers, and Sea Gold with 59 percent saturation.

"According