Launching an innovative new format
Background
Scottish Shellfish approached TRKR with a brief to help them test an NPD concept for mussels sold through the large retailers.
This was a step into the unknown. It could also mean a significant operational investment for the board - they wanted evidence that this was the right thing to do commercially.
For the testing? Well, this included a look at bold new flavours, in what is currently a fairly limited range (white wine, garlic etc).
However, the real innovation was a new format for the category - a bowl, contrasting the vacuum pack sleeve that shoppers are familiar with. The team wanted to understand whether there was specific need for a new format and whether there were any shopper tension points with the current vacuum packs.
The team at Scottish Shellfish also wanted to explore the category, to identify the key shopper segments as well as behaviours and barriers:
How do shoppers prepare and consume mussels at home?
Why have shoppers stopped buying mussels?
What are the barriers to trying mussels altogether?
Approach
All of these questions were answered, giving the team a wealth of new category knowledge.
From the testing, the new flavours were given a thumbs up, resulting in the recently launched Chorizo and Red Pepper.
And more importantly (in our eyes), the microwavable bowl format was given a big endorsement from shoppers. In fact, the highest scores for the concept were from existing vacuum pack shoppers!
This was vitally important as the new format could help grow incremental sales for the category - attracting new shoppers into Mussels and trading up existing category shoppers.
The result?
The delicious Chorizo and Red Pepper variety was launched in Asda and Morrisons in April 2026, the bowl clearly standing out on the shelf.
Only time will tell of course - have Scottish Shellfish moved the sector in a new direction? Will bowls and more interesting flavours become the norm? We’ll be watching with interest.
'“Throughout this project the team at TRKR have been first class. The robust research process and clarity of findings gave our business and customers the confidence to progress with this new concept for the category. TRKR are great people to work with and really know their craft.”
David Rae, Commercial Director, Scottish Shellfish