Fish spread

The Norwegian government has raised campaigns for the consumption of more seafood and increased availability of fish by cooperation between authorities, fisheries and retail market. In a previous innovation project (2010) it was developed different innovation concepts for the retail market with attractive seafood designed for special consumer groups. One of the concepts entitled “Fish spread” is now used in cooperation with a fish factory to develop a new product for adults and children using high-grade cuts of mackerel and salmon as raw material.  The development is a direct response to the consumers request for more variety of fish spreads with good taste and high nutritional value.

The innovation process includes the following parts:

1. consumer observations in order to obtain inspiration and insight
2. production of prototypes based on this consumer insight
3. experiments with prototypes to document obtained consumer satisfaction.

Our insights studies identified different market groups and their demands for a new fish spread:

i) Approximately 125 of lunch packages from children at school were photographed showing that fish spread was difficult to find. The children claimed that available fish spread was messy and had an unpleasant odor.  Development of new fish spread for children meeting their demand is a clear objective in this project, knowing that both odor and the waterish fish are large challenges.

ii) Observations of customers both in hospitals and retail outlets identified that more variations in fish spread were highly requested. Canned mackerel in tomato and pickled herring are the two big and well known fish spreads present in the market. Patients at hospitals request tasty ready-to-eat products, e.g. smoked salmon. Due to the health risk of pathogenic microorganisms (Listeria) processed fish spreads would be a safer product and can appeal both to children, private households and canteens.