Frozen seafood brand Just Shrimp has announced its commercial retail debut, launching its new shrimp nuggets across hundreds of Harris Teeter stores this month. The roll-out marks the market entry of a new brand focused on delivering coastally sourced shrimp in highly recognisable, retail-ready formats.

The brand aims to challenge the traditional frozen seafood landscape by focusing on ingredient transparency and simplified regional supply chains.

Product Formulation and Specifications

The new shrimp nuggets are designed to offer a direct alternative to heavily processed frozen seafood options. The product is manufactured using shrimp harvested from coastal waters, delivering 100% real shrimp protein per serving.

The formulation utilises a clean-label ingredient profile, relying on common kitchen staples rather than synthetic additives. The technical specifications of the product include:

🍤 Protein Sourcing: Made with 100% real shrimp protein from North American coastal waters.

🌾 Coating and Seasoning: Prepared with a simple blend of wheat flour, eggs, and spices.

🚫 Additives: Formulated with zero artificial flavours, colours, fillers, or preservatives.

Supply Chain Sourcing and Logistics

A core element of the brand's business model is its regional sourcing framework. Just Shrimp harvests its seafood from North America’s home coasts rather than relying on international imports.

By keeping production and sourcing closer to its primary retail markets, the company aims to establish several operational advantages:

Shorter Lead Times: Mitigating the logistics risks and delays associated with global shipping routes.

Product Quality Preservation: Minimising the transit times between harvesting, processing, and retail delivery to maintain freshness.

Supply Chain Transparency: Providing retailers and consumers with clear visibility into the geographical origin and journey of the raw materials.

Edmondson added that Harris Teeter’s established reputation for quality and its engaged consumer base make it an ideal launch partner for introducing this familiar format to the retail market.

Just Shrimp Nuggets are distributed in 12-ounce packages, containing approximately four servings per pack. The product carries a suggested retail price of $11.99 and is positioned within the frozen seafood aisle of participating Harris Teeter locations.

To support the regional roll-out and accelerate product trial, the brand has planned a structured marketing campaign. This initiative will incorporate targeted public relations, local shopper marketing campaigns, and in-store activations to drive brand awareness at the point of sale.