Leading UK seafood company, Dawnfresh Seafoods, has developed the UK Seafood Industry's first compostable packaging solution and is launching this with an easy peel, jumbo, ready-to-eat prawn that will go on sale in Asda nationwide during January (2008) in a six month exclusive deal with the retailer.

Branded under the “All Natural Seafood Company”, the product is the latest addition to a portfolio that Dawnfresh Seafoods has developed in partnership with a Canadian firm which shares its name with the brand.

The jumbo white king prawns, cooked in shell, are sourced from Thailand, the world’s biggest producer of warm water prawns.

The easy-peel prawns, which are free from artificial colours, phosphate and brine, will be sold in fully industrially compostable packaging.

This packaging is a complete bio-degradable solution with all the key components including tray, lid, peach pad and C-strap label made from compostable or bio-degradable materials.

The tray and lidding material which has previously been used for dry goods, has been specially developed by Dawnfresh in conjunction with Asda and packaging company, RHP, for use with “wet” products and is a first for the UK Seafood Industry.

Andy Stapley, managing director of Dawnfresh Seafoods, said: “This product offers the consumer the taste benefits of cooked in shell prawns, but with the convenience of easy peel. Unlike those supplied by competitors these prawns have no added water to bulk them out and absolutely nothing added so, offers the consumer a totally natural taste.

“The development of this latest product further strengthens our partnership with our Canadian colleagues which, over the last two years, have contributed greatly to our success.”

The creation of The All Natural Seafood Company chilled prawn product signals the major growth of warm water prawns in the UK market.

According to latest data sales of warm water prawns are about to overtake cold water varieties for the first time. Sales of warm water prawns grew by 26% in the 52 wks to 3/11/07 to a market value of £163m. Cold water varieties actually declined over the same period by 3% to a market value of £178m.

The exclusive deal with Asda strengthens the seafood supplier’s links with the major retailer as Dawnfresh Seafoods has already created over 25 own label chilled prawn products for the major retailer.

The 160g cooked in shell product is being offered at a trial price in Asda of £1.98 before being given an RSP of £2.78.

Dawnfresh Seafoods aims to extend The All Natural Seafood Company brand portfolio in the future and boost its successful relationship with the Canadian firm, which has already generated sales in excess of £5.5m since the partnership brought its first product to market just over a year ago. Further developments will be a crucial factor in the firm’s bid to grow its capabilities and portfolio in a competitive marketplace.

The product is with Asda for six months and will then roll out to all trade channels.