Fish – the alien on our plate


to come up with new stories for the positioning and product development of fish dishes.


A supplier of food products wanted to gain a better understanding of how consumers approach and perceive fish as an everyday food, with a view to boosting the attractiveness of its range of deep-frozen fish.


In a multi-stage process, we visited the consumers at home, accompanied them as they prepared and ate fish dishes, and then conducted in-depth interviews.


We are a culture of meat eaters, not fish eaters. In eating meat, we incorporate into ourselves the strength of the animal, whereas our perception of fish tends to be one of slippery ‘aliens‘ that live underwater.  Our client received essential insights into how to overcome psychological barriers towards fish and render the consumption of fish more attractive via better product presentation.