ELSINORE LAUNCHES ‘AFFORDABLE’ CAVIAR IN WAITROSE

Elsinore Launches ‘affordable’ Caviar In Waitrose. Golden Acre Foods-owned Scandinavian seafood brand Elsinore is introducing an “affordable” Masago Caviar into Waitrose stores this month (100g, RRP £5.50).

With the Asian-inspired cooking trend continuing to grow, Elsinore aims to tap into the strong growth (+29.8% volume growth YOY to December 2022) of the £170m sushi market with its chilled Masago Caviar, positioned at an affordable price point versus premium ‘sushi-focused’ caviars such as Tobiko.

Masago caviar is the roe of the female capelin, a small fish found in the cold waters of the North Atlantic, North Pacific and Arctic oceans. The small fish eggs are commonly used in Asian cuisine because of their semi-crunchy texture and sweet and salty flavour, adding visual, textural and contrasting taste interest to sushi.

Casper Gorniok, Product Brand Manager at Golden Acre Foods, commented:

“Make-at-home sushi products, which make up about a 10-15% share of the total sushi market, continue to see a significant rise in popularity, with sushi recipes being posted all over the internet and leading brands investing heavily in ‘how to make’ videos of their sushi recipes.

“Launching Elsinore Masago caviar into a mainstream supermarket taps right into this growing opportunity and its affordability is likely to be a major draw for consumers, who might not already be caviar purchasers, looking to experiment with sushi-making at home. It also provides retailers with the opportunity to offer their customers a total solution for affordable sushi-making using quality, fresh seafood ingredients from a brand they can trust.”

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