Icelandic Seachill's The Saucy Fish Co. has become the latest hit by Tesco's delisting drive in the UK.
Tesco has dropped the entire line of The Saucy Fish Co. products, the supplier confirmed.
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"They say all good things must come to an end, and after a solid five years of romancing in the Tesco chiller aisles, The Saucy Fish Co. and Tesco have confirmed that they are consciously uncoupling," a statement from Icelandic Seachill read.
It is the second time Tesco has dropped the brand. It had delisted the brand in 2013, reportedly in favour of its own-label Fish in a Flash range. It reinstalled the brand six months later.
Tesco has been aggressively reshaping its portfolio over the last year, impacting a number of brands. In April this year, Lactalis-owned Rachel's Organic yoghurt range was dropped from Tesco's shelves and in March, Associated British Foods' Kingsmill bread was removed from Tesco stores across the UK, but then reinstated in July.
The moves come after the supermarket giant in January pledged to cut SKUs from its stores in a bid to improve its own performance.
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By GlobalDataA spokesperson assured that the products are still available in other UK supermarkets including The Cooperative and Sainsbury's. They also alluded to plans to launch direct selling.
"The Saucy Fish Co. has also been seen flirting with e-commerce and plans to launch its own online store later in the year."
Last month, Icelandic Seachill announced it had taken The Saucy Fish Co. brand into Belgium.
It also has a presence in the US, Australia, New Zealand and Hong Kong.
