IGA'S NEW LURE: PRIVATE-LABEL GRILLED FISH

MARYELLEN LO BOSCO

CHICAGO -- IGA stores across the country have capitalized on the popularity of frozen grilled fish fillets by introducing a store-brand line.

"Grilled fillets target the adult segment of the category. It's a healthier product," said Frank De Peters, private-label sales manager at National Sea Products, Portsmouth, N.H., which manufactures the line.

The fillets are available in lemon pepper and Italian herb, each boasting only 3 grams of fat, compared with 6 grams of fat for most national brands. Each 7.4-ounce package has two individually wrapped fillets inside.

The grilled varieties join IGA's other store-brand frozen fish products, like breaded fish fillets, fish sticks and fish portions, which have been available for several years.

IGA buys its private-label brand from distributors like Oklahoma City-based Fleming Cos. and Minneapolis-based Supervalu, according to Patrick Sylvester, vice president of marketing at IGA headquarters here.

The supplier produces the products and sells them to the distribution company. Ultimately, it's the distributors' decision whether to carry the products, but IGA works closely with them.

"We are constantly putting [our] brand in front of the distributor," Sylvester said.

IGA recently added a page to its web site on the new grilled item. "[The Internet page] helps retailers to get it into their distribution center lineup," said Sylvester.

Other chains are beginning to carry National's grilled fish under their own brands. Kroger Co., Cincinnati, was the first to do so, last December, according to De Peters. Other chains began carrying private-label brands in January, including Jacksonville, Fla.-based Winn-Dixie Stores (under the Blue Bay brand) and Atlanta-based Ahold USA ( Finast brand). Supervalu and Richfoods will also carry National's grilled product under the Flavorite and Richfoods brands, respectively, while Topco Associates, a private-label supplier out of Skokie, Ill., will offer it under the Sensables label.