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Marketing Forum: New products take on a European flavor
By Pat Shanahan
July 01, 2006
As a longtime observer of product development in the seafood
category, I have noticed a global cross-pollination of
new-product ideas recently. This isn't surprising, since food
developers, marketers and consumers are all traveling more and
being exposed to new cultures and foods.
Today, products once thought of as merely good ideas become
available quickly through expanded technology and global
processing capabilities.
Particularly noteworthy are some promising new ideas
recently introduced to the U.S. market that utilize product
forms and technologies successfully adopted in Europe. Both
winners in the International Boston Seafood Show New Products
Competition this year drew on ideas from Europe.
The retail winner, Bistro Fresh Kashmiri Salmon with Rice
and Vegetables, uses a microwave steam package first introduced
in Europe four years ago for fresh seafood entrées. Cryofresh
Ahi Tuna Carpaccio, the foodservice winner, is an easy-to-serve
dish popular at all levels of retail and foodservice in Europe
and available in a wide variety of species.
Here are some recent product trends seen at the European
Seafood Exposition Prix d'Elite competition that could succeed
here:
Rillettes : This classic French spread is usually made from
cooked meat pulverized to a spreadable consistency, then
"potted," or packed in a ramekin. The modern seafood version of
this convenient appetizer is popping up all over Western
Europe. Combined with vegetables and seasonings, cooked tuna,
mackerel, salmon and shrimp rillettes were all introduced
recently. The flavor combinations and hearty texture of these
spreads offer a welcome alternative to the
smoked-salmon-and-cream cheese spread offered by nearly every
grocer in the country.
Tapas: Europeans have taken Spanish tapas, traditionally
made-to-order restaurant fare, to new heights by offering a
wide selection of pre-made items for retail and foodservice.
Various shellfish and finfish are presented in a dizzying array
of curries, ethnic sauces and marinades. Packed for bulk sales
and in a variety of retail packs, and available fresh or
frozen, these products work for many different kinds of
outlets.
Snack foods: In Europe, snack foods go well beyond the
chips, popcorn and candy typical in the United States. Seafood
plays a major role in this category, which moves fish beyond
the center of the plate by offering lots of convenient items
for appetizers, snacks or light meals. Manufacturers have also
made seafood snacks very exciting by combining different tastes
in one package. For example, one product brings together four
different shrimp and vegetable skewers, each with a different
marinade. Elegant seafood and vegetable mousselines are packed
in clear single serving pots, with every pack offering two
flavors. Even skewered breaded shrimp with various flavor
coatings are presented on teppo-sticks, each bearing the name
of the flavor.
Mi-cuit: Defined as partially cooked, "mi-cuit" is a common
way to prepare foie gras. This technique is now incorporating
seafood to produce interesting entrée and appetizer options
targeting higher-end restaurants, retailers and specialty-food
stores.
The more consumers are exposed to new foods from around the
world, the more they will be looking for new options from the
seafood industry. Innovative manufacturers, retailers and
foodservice operations should capture a part of this growing
trend.
Pat Shanahan is a strategic planning and marketing
consultant specializing in the seafood industry