Niceland Seafood Brings First Branded Line of Frozen Icelandic Fish to U.S. Retailers
Modern freezing technology is partly responsible for this shift.
Niceland Seafood, the first consumer-facing provider of Icelandic fish to offer full traceability from "sea-to-pan", is shaking up the frozen category with resealable bags of wild-caught haddock and cod portions. The move into frozen is the first in a series of upcoming product innovations from Niceland that will help shoppers feel more confident making responsible seafood purchases and cooking more fish at home. Just like all of Niceland's products, its frozen line features the story behind the fish on pack, accessed easily by shoppers via a scannable QR code.