Royal Agricultural University
Ready-cooked meal
New Wave Seafood
UNITED KINGDOM - 2014 Thai Fish Rolls utilises waste fish to create a value added convenient product for any occasion
Thai fish rolls are ideal as a starter or light bite, and have been designed to utilise wasted fish, therefore adding value to a waste product. The product is similar to a spring roll, using layers of filo pastry as the casing, with flavoured filling. The main flavours used are citrus, including lemongrass and lime, as well as fresh chilli and coriander. The product is designed to be a health promoting light bite. The product is a pre-prepared product, using packaging suitable for cooking to minimise handling time. The total cooking time is only 20 minutes, therefore the product is designed to be convenient. The product is frozen to ensure optimum shelf-life. The versatility of the product is designed to appeal to a range of customers, and can be eaten at a range of events. Different condiments can be used alongside the products, which can be sold alongside the product as an impulse purchase. The product will be sold in local fishmongers in Cirencester; therefore, it creates a new product line which may attract new customers into the store. However, due to being a handmade product, it can still be perceived as higher quality compared to competitive products in supermarkets, giving the product a competitive advantage which is reflected in the pricing strategy, as the product is sold for £3.99.
