Lyons first to market with Chilled Smoked King Prawns.

Lyons Seafoods, Europe’s leading processor of king prawns, is launching a new seafood concept into the UK retail market – naturally smoked chilled jumbo king prawns under the Lyons brand.

The lightly smoked king prawns – available initially in Morrisons from 10th August - are hot smoked in Scotland with a similar smoking method used to smoke salmon.

Lyons Seafoods has worked closely with sister company Farne, the UK’s largest producer of smoked salmon, to bring the smoked king prawns to market. Both companies are part of Alfesca, one of the leading producers of convenience and fine food products in Europe.

“This new product line will reinvigorate the chilled seafood category by offering consumers a genuine alternative to existing products, combining the flavour benefits of smoked fish with top quality sustainable, ethical and ecologically sound king prawns,” says Paul Vita, marketing director at Lyons Seafoods. “It adds choice and variety to the existing prawn offering and attracts consumers with a love of smoked fish, helping to further grow the king prawn category.”

The naturally smoked prawns have a unique smokey oak flavour and add depth to dishes. They can be eaten on their own, with a dip, or used in a number of different recipes including salads, pasta, sandwiches, paella and stir-fries.

Lyons Smoked King Prawns will initially be available at Morrisions and are being supported by in-store tastings, advertising in the retailer’s magazine and an introductory price of £2.49 per pack. After the initial promotion the 140g packs will retail at £2.99.

For further information on Lyons Seafoods please contact: Fiona Hamilton or Annemarie Penderis at William Murray Communications Tel: 020 8256 1360