High Liner Foods has launched Sea Cuisine Guinness Battered Fish Strips and Guinness Battered Shrimp across the United States, expanding its licensed seafood range into major supermarket and club channels. The products are now available in 1,500 Kroger Family of Companies stores and in club format at Costco warehouses nationwide.

The launch brings the Guinness brand into the U.S. frozen seafood aisle at scale.

What Is The Sea Cuisine Guinness Seafood Range?

The Sea Cuisine Guinness range is a retail frozen seafood line developed by High Liner Foods Incorporated in partnership with Guinness, owned by Diageo.

The products feature wild-caught Alaska Pollock and shrimp coated in a Guinness-flavoured batter. The items are non-alcoholic and positioned as premium, restaurant-style frozen meals for home consumption.

At a glance

  • Launched February 18, 2026

  • U.S. retail rollout across 1,500+ stores

  • Available at Kroger banners nationwide

  • Club-size pack available at Costco

  • Made with MSC-certified Alaska Pollock and BAP-certified shrimp

  • Extension of existing Guinness-branded foodservice portfolio

Why Does This Matter For U.S. Supermarkets?

Frozen seafood remains a competitive perimeter category, particularly in value-added formats. Retailers continue investing in premium at-home meal solutions as consumers balance price sensitivity with quality expectations.

Licensed brand collaborations introduce differentiation without full private label development. For supermarkets, this type of SKU can:

  • Drive incremental premium sales

  • Support themed promotions (e.g. St. Patrick’s Day)

  • Add cross-category appeal between beverage and frozen

The inclusion of club-size packaging at Costco also signals confidence in volume throughput.

How Does This Fit High Liner’s Retail Strategy?

High Liner Foods Incorporated is one of North America’s largest value-added frozen seafood suppliers, serving both retail and foodservice channels.

The Guinness-branded SKUs were previously positioned in foodservice. Expanding into grocery retail allows the company to leverage an existing licensed flavour profile and apply it to supermarket distribution.

That reduces development risk while strengthening branded presence against private label seafood offerings.

What Are The Product Specifications?

Sea Cuisine Guinness Battered Fish Strips

  • Wild-caught Alaska Pollock

  • MSC certified

  • Guinness-flavoured beer-style batter

  • 12g protein per serving

  • Non-alcoholic

Sea Cuisine Guinness Battered Shrimp

  • BAP certified shrimp

  • Guinness-flavoured batter

  • 10g protein per serving

  • Non-alcoholic

Both are positioned in the premium frozen seafood segment.

What Hppens Next?

Further North American expansion is planned, according to the company. If velocity holds at Kroger and Costco, additional regional banners or club retailers may follow.

For U.S supermarket buyers, this launch signals continued momentum in premium frozen seafood and licensed FMCG collaborations inside the grocery channel.

Editor’s Note: Product availability confirmed as of February 18, 2026. Distribution and expansion plans are based on company announcement.