King Oscar Spices Up Sardines

New Flavors Shake up Sardine Category

Sep 04, 2013, 08:00 ET from King Oscar USA

SAN DIEGO, Sept. 4, 2013 /PRNewswire/ -- King Oscar USA today announced the introduction of two bold new flavors in its product line of top-quality sardines:  Spicy Cracked Pepper in Extra Virgin Olive Oil and Jalapeno in Extra Virgin Olive Oil.

The distinctive brisling from Norway are generally considered the best sardines available on the market because of their small size and mild flavor.  Like all other King Oscar brisling, the Cracked Pepper and Jalapeno sardines are caught in the deep, cold-water fjords  of Norway and in the Norwegian North Sea, then oakwood smoked and meticulously hand-packed. 

The Cracked Pepper variety is sprinkled with black, white, red & green cracked and whole peppercorns and has a deep, smoky tang that pairs perfectly with the delicate flavor of the brisling, while the Jalapeno variety marries a low-smoldering heat of sliced jalapeno peppers with the oak-smoked sardines. 

The new flavors were tested over the course of nearly two years, and came as a result of consumer testing that indicated that sardine lovers used the little fish in a number of surprising ways.

King Oscar USA president John Engle said, "While most sardine fans eat them as snack food right out of the can, many more consumers now use them in homemade recipes:  in pasta sauces, stove-top meals, fish tacos, and salads.  The new flavors spice up the old lunch and snack options, while also lending themselves to family meals."

"Our key customers have been telling us how important innovative new flavors are to both the consumer and the category," noted Engle.  "They have actively sought out bold, category-busting flavors that have a sophisticated international appeal, and our two new flavors deliver in spades."  King Oscar, Inc. expects a full retail roll-out for the two new flavors during the second half of 2013.

King Oscar, introduced into the Unites States in 1904, has been in the forefront of creating new flavors and sauces throughout its history.  The company also offers sardines packed in Mediterranean Sauce, Dijon Mustard, Tomato, and the traditional Extra Virgin Olive Oil as well as a skinless and boneless variety.         


Gordon Wright