Trans-Ocean Products, Inc. announces that its Simply Surimi seafood brand has earned verification from the Non-GMO Project, a non-profit organization dedicated to building and protecting a non-GMO food supply. Introduced in 2016, Simply Surimi is a surimi seafood product line made with natural ingredients that was developed to appeal to the growing market of consumers seeking clean-labeled foods. The Non-GMO Project is the leading third-party verification system in the United States, requiring products to meet strict criteria for GMO avoidance to achieve verification. The Project’s “butterfly” brand mark, which is well-known in the natural foods market, will begin appearing on Simply Surimi packaging in early 2018.
To earn verification, Trans-Ocean uses just nine ingredients to produce Simply Surimi, including a custom-made, chemical free surimi made with Alaska Pollock. Other ingredients include water, pea starch, cane sugar, sea salt, oat fiber, natural flavor, potassium chloride and lycopene.
“Earning this verification is an important milestone for our Simply Surimi product line,” commented Lou Shaheen, Trans-Ocean’s Vice President of Sales & Marketing. “We want all consumers to know they can trust simple Surimi and the ingredients used to make it. The Non-GMO Project adds a high level of credibility to our brand.”
As the market share leader in retail surimi seafoods, Trans-Ocean has sought and earned certifications to differentiate their seafood products from other brands in the category. In addition to Non-GMO Project verification, Trans-Ocean and Simply Surimi have earned: gluten-free certification from the National Foundation for Celiac Awareness; heart healthy certification from the American Heart Association; and sustainable sourced certification from MSC (Marine Stewardship Council).
“Today’s consumers are seeking integrity in the brands they purchase,” Shaheen added. “All of the claims we make on Simply Surimi packaging are supported by globally-recognized, third party auditors. The quality certification and brand logos that adorn our packaging matter to consumers. That’s why we undertake the effort and make the investment to meet these higher standards.”
Simply Surimi represents a breakthrough product idea in the category better known to U.S. consumers as “imitation crab”. Because Simply Surimi is made with all natural ingredients, Trans-Ocean wanted to avoid any association with the word “imitation”. The name Simply Surimi, which has been trademarked, does not include any reference to “crab” and thus does not require the “imitation” labeling. Available in Flake and Stick Styles, Simply Surimi has gained distribution at leading supermarket chains, as well as at natural and specialty food grocers across the United States. A larger, bulk pack size is finding acceptance at college and natural/healthy foodservice operations.
Trans-Ocean plans an aggressive marketing push for Simply Surimi in 2018 with national print and digital advertising in health and natural foods media, including Weight Watchers magazine. Simple Surimi will also be promoted throughout the year on the fast-growing Ibotta rebate app which now reaches over 25 million registered users and partners with many leading retailers.
Founded in 1985, Trans-Ocean Products, Inc. is one of the country’s largest processors of surimi seafoods, which are sold under the Crab Classic, Simply Surimi, Jaiba Supremo, and Seafood Snackers brand names and also as private labels. Trans-Ocean’s processing plant in Bellingham, WA is the only certified, 100% gluten free facility in the domestic surimi seafood industry. The vertically integrated company is a United States subsidiary of Maruha-Nichiro which owns three surimi block plants in Alaska as well as partial ownership of three floating processor ships in the North Pacific.
Trans-Ocean Products, Inc.
250 West Orchard Drive
Bellingham, WA 98225