How Blue Wave Supports Independent Retailers

For independent retailers across Australia—from IGAs and corner fish shops to family-run butchers—freezer space is some of the most competitive retail real estate around. Every square metre needs to work hard to earn its keep, especially in an economic climate where consumers are seeking more value and variety than ever before. That’s why Blue Wave, KB Seafood Co’s dedicated foodservice brand, has developed an exceptional product range designed to give smaller outlets a powerful edge in the seafood category.

A Range Built Just for You

In 2024, Blue Wave rolled out an impressive freezer-door offering of over 30 SKUs, carefully curated to serve the independent retail sector. This range was created specifically for stores outside the major supermarket chains—local IGAs, fresh fishmongers, family-run butcher shops, multicultural grocers, and convenience outlets. These are businesses that rely on strong customer loyalty, trusted reputation, and consistent product quality.

Each product in the range reflects Blue Wave's commitment to delivering value without compromise. The selection includes family favourites, quick-meal solutions, and premium seafood staples that offer great taste at a price point households can afford. This balance of accessibility and appeal is what makes the freezer-door range so attractive to both retailers and consumers.

These SKUs are ideal for:

• IGAs and independent supermarkets aiming to differentiate their frozen seafood offering
• Butcher shops adding a premium, complementary seafood range to boost basket size
• Fresh fish shops with freezer-door units offering grab-and-go convenience
• Ethnic supermarkets catering to diverse tastes with trusted, visible brands

Each item is presented in clean, modern, and retail-optimised packaging—ready to catch the eye and deliver on quality. The clear branding ensures product recognition, while consistent portioning and specifications help store managers control inventory and reduce waste.

Marketing Muscle Behind the Scenes

What sets Blue Wave apart isn’t just the product—it’s the marketing support that comes with it. For independent retailers, Blue Wave acts more like a brand partner than a traditional supplier. From launch packs and tasting activations to digital assets and social media support, the brand is designed to help stores build awareness and drive customer engagement.

Key support elements include:

• Retail-ready packaging and POS displays that grab attention in-store
• Branded content and promotional materials, including digital assets and seasonal campaigns
• In-store cook-ups and tasting events to generate trial and word-of-mouth buzz
• Staff training and product education, equipping teams to confidently engage with customers

Consistency You Can Count On

Independent stores thrive on reliability. A missed delivery or inconsistent product spec can damage a store’s reputation. That’s why KB Seafood Co has invested heavily in logistics, inventory management, and supply chain systems—so Blue Wave customers always receive quality, on time.

Blue Wave leverages KB’s national processing and distribution infrastructure, including three state-of-the-art factories in Queensland, Melbourne, and Perth. This network allows six-day-a-week delivery to every Australian capital city and ensures frozen stock can be replenished quickly and efficiently.

Key advantages:

• High fulfilment rates and robust demand planning systems
• Modified Atmosphere Packaging (MAP) to extend shelf life
• Centralised QA, culinary, and R&D teams supporting product consistency

When you stock Blue Wave, you gain more than a seafood supplier. You get a trusted partner committed to quality, reliability, and growth.

Value, Variety and Trust

The Blue Wave range is engineered to deliver value in every sense: great-tasting products, competitive pricing, and strong sales performance per freezer door. Whether it’s a family fish taco night or a snackable seafood platter, Blue Wave meets the needs of diverse shoppers.

Top-selling products include:

• Crispy tempura fish cocktails
• Crunchy crumbed prawn cutlets
• Salt and pepper squid
• Crunchy Battered Whiting

These restaurant-style favourites have been tailored for retail with clean ingredient decks, appealing packaging, and simple preparation instructions. Consumers get the convenience they want with the quality they expect.

As General Manager Mikhial Noble notes, “We’re not trying to reinvent seafood. We’re just doing it better—products that taste great, look great in the freezer, and offer value that retailers can pass on to their customers.”

The Takeaway for Retailers

Blue Wave has laid the groundwork—developing a targeted retail range for the unique needs of independent stores. The products are built. The supply chain is efficient. The marketing tools are in place. Now it’s about helping more Australian retailers put seafood on more plates.

Whether you’re a seafood shop looking to round out your offer, or a butcher aiming to capture the Friday night fish-and-chips crowd, Blue Wave delivers a versatile, trustworthy solution.

Ready to catch the wave?

Explore the product catalogue, submit a wholesale enquiry, or connect with the team.

Frequently Asked Questions

What types of retailers is the Blue Wave freezer-door range suitable for?

The range is ideal for IGAs, independent grocers, butchers, seafood shops, and multicultural retailers with freezer space.

How many SKUs are in the range?

Over 30 SKUs have been developed specifically for the independent retail market, with more on the way.

Is marketing support provided?

Yes. Blue Wave provides both digital and physical marketing support, including POS materials, campaign kits, and social media content.

Are the products sustainable?

Many Blue Wave products use responsibly sourced seafood, with growing numbers MSC-certified. The company is committed to transparent, ethical sourcing.

Can retailers customise their orders?

Yes. Blue Wave works collaboratively with stockists to tailor the product mix to suit local demand and retail space.

What kind of margin can I expect?

Margins vary by product, but Blue Wave is designed to deliver strong sales and great value for money across the range.