Canadian frozen seafood giant High Liner is preparing a nationwide launch of its "Alaska Wild Wings" line, targeting the fast-growing US snacking market.

The product will be promoted and rolled out in grocery stores nationwide between July 2019 and May 2020 in conjunction with the Genuine Alaska Pollock Producer (GAAP) trade body, as part of its North American Partnership Program.

The program supports companies looking to bring new, innovative Alaska pollock products to market or introduce the fish to food influencers and decision-makers at forums where it is unknown.

Promotional efforts will include in-store sampling centered around high-volume snack purchasing occasions (such as major sports events), in-store displays, store flyers, as well as magazine and digital advertising on social media.

For 2019-2020, GAPP has set aside $3 million (€2.7 million) towards this initiative, earmarking nearly $1.3 million (€1.6 million) to date towards partnerships in the first two rounds of funding.

By launching this latest product, High Liner opens a second front on the snacking market following the launch of its its "Haddock Bites" line, which is also targeting the appetizer and meal component segments.