Handy Seafood, Old Bay team up on two new products

Handy Seafood is partnering with Old Bay to add Chesapeake-flavored seasoning to two of its new frozen seafood products.

The Salisbury, Maryland, U.S.A.-based seafood processor’s Old Bay Crab Cake features wild-caught blue swimming crab and Old Bay seasoning. Its Old Bay Breaded Shrimp includes fresh shrimp lightly coated in a crispy Old Bay panko coating. Both products are available at retailers nationwide, Handy said in a press release.

“As an industry leader in crab cakes, we are excited to enhance our seafood portfolio with Old Bay, given the brand’s strong presence in the seafood industry,” Handy CEO Todd Conway said. “We are equally excited for individuals and families to indulge in restaurant-quality menu items from the comfort of their home.”

The new co-branded seafood products should increase awareness of the value-added frozen seafood category, Conway said.

“Old Bay has been a fan favorite for over 75 years in the Chesapeake Bay region and beyond,” McCormick Chief Marketing Excellence Officer Jill Pratt said. “Seafood and Old Bay go hand-in-hand. We are excited to work with Handy to offer seafood staples that are packed with our iconic, bold, and one-of-a-kind Old Bay flavor that fans can enjoy from the convenience of their home.”

The new products will be available to sample at Handy’s booth, #823, at Seafood Expo North America in Boston, Massachusetts, U.S.A. from 13 to 15 March, 2022.

In early January, Handy rolled out its first plant-based seafood analog product, Plant-based Crabless Cake, to retailers and foodservice distributors nationwide.

“As the leader in crab cakes and a leader in seafood innovation, we strive to capitalize on market-driven opportunities such as plant-based seafood,” Handy Director of Marketing Maureen Johnson told SeafoodSource.

Handy’s research indicates that there is “huge potential for a product that meets the needs of flexitarian consumers without sacrificing taste,” Johnson said.

“Our goal with this product is to satisfy a growing global demand for delicious food that supports a sustainable and healthy lifestyle,” she said.

Photo courtesy of Handy Seafood