Niceland Seafood, a company that offers Icelandic fish with full traceability from “sea-to-pan,” is offering resealable bags of wild-caught haddock and cod portions (MSRP $24.99). The move into frozen is the first in a series of upcoming product innovations from Niceland that aim to 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 by shoppers via a scannable QR code.
“To have more impact on macro seafood trends, we’re evolving the Niceland brand experience, including the development of convenient frozen products that our target shopper wants and retail partners have asked us for,” said Heida Kristin Helgadottir, Niceland’s CEO. “We see we have an increasingly important role to play in producing the best frozen fish products and filling aisles with quality protein options.”
Niceland’s transition into frozen is also an effort to double down on its commitment to sustainability.
“Frozen seafood is a key to reducing both supply chain and post-consumer waste,” said Patrick Dunaway, Niceland’s director of sustainability. “The logistical masters on our team get fresh fish to buyers using commercial routes to limit our carbon footprint. And with our new frozen line, we’re able to use more carbon-efficient sea transport.”
Niceland Seafood was founded by the brand incubator EFNI in collaboration with Iceland-based international investment company Eyrir Invest. EFNI’s mission is to share Iceland’s values of sustainability, humanism, creativity, connectivity and the preservation of nature with the world. Niceland Seafood is the brainchild of Oliver Luckett, former head of innovation at The Walt Disney Co. and founder and former CEO of the Audience, and Heida Helgadottir, Icelandic political entrepreneur behind the Best Party. Luckett and Helgadottir launched Niceland Seafood in June 2018 in Reykjavik to solve the growing need for transparency in the industry. Its U.S. headquarters is in Denver, Colorado.