Excel Seafoods Ltd

What Excel Seafoods Ltd does

Excel Seafoods Ltd is a privately held, independent fishmonger founded in 2005 and operating from Grimsby Fish Market at Wharncliffe Road, Fish Docks, in North East Lincolnshire, United Kingdom. The business sources fish directly from local fishermen landing at Grimsby Docks, then performs in-house filleting, cleaning, and quality checking through a small local team of about 5 employees before delivery or retail sale.

The company's commercial offering spans fresh, chilled, and frozen seafood across 17+ categories including cod, haddock, sea bass, salmon, plaice, smoked salmon, king scallops, mussels, squid, tuna, prawns, and surimi lobster tails, alongside tiered Fish Bundle Deals priced from £29 to £140. Its core technology is a Shopify-powered e-commerce storefront at excelseafoods.co.uk with an integrated Fish Finder product discovery tool that lets customers browse by fish category, complemented by a physical retail stall at the fish market open five mornings per week.

Excel Seafoods generates revenue through one-time product sales across two channels: an online e-commerce site with free local delivery for orders over £25 in Grimsby and Cleethorpes and paid nationwide delivery, plus walk-in retail at the Grimsby Fish Market stall. The primary customer segment is individual consumers purchasing seafood for home cooking, with a secondary segment of local hospitality and restaurant buyers in North East Lincolnshire. The business is bootstrapped with no external investors, parent company, or subsidiary structure, and operates under MSC and RSPCA sustainability and welfare certifications.

Name

Excel Seafoods Ltd

Legal name

Excel Seafoods Ltd

Website

https://excelseafoods.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Excel Seafoods Ltd is a Grimsby-based independent fishmonger founded in 2005 that sources seafood directly from Grimsby Docks and sells fresh, chilled, and frozen fish online via Shopify and through a physical retail stall at Grimsby Fish Market.

Ownership category

akta.pro rank

Product category

Seafood Retail

NAICS

Fish and Seafood Retailers (445250), Seafood Product Preparation and Packaging (311710)

SIC

Prepared Fresh Or Frozen Fish & Seafoods (2092)

akta.pro primary industry

Seafood Markets & Fishmongers (CRAHAHAC)

akta.pro secondary industries

Frozen Seafood Meals & Value-Added Seafood (CRADADAG), Smoked, Cured & Salted Seafood (Lox, Kippers, Bacalao) (AFANADAF)

Keywords

• Fresh seafood retail
• Frozen fish products
• Fish bundle boxes
• Local fish delivery
• Sustainable fish sourcing

Headquarters

HQ city

Grimsby

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Direct Product Sales: One-time transaction sales of fresh, chilled, and frozen seafood products through e-commerce website and physical retail location. Customers purchase individual products or bundled fish boxes at set prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Excel Seafoods Ltd is a Grimsby-based fishmonger that sources fresh, chilled, and frozen seafood directly from Grimsby Docks and local fishermen, then sells the prepared (filleted and cleaned) fish through its own Shopify e-commerce storefront and a physical retail stall at Grimsby Fish Market. Orders are delivered directly to customers' doors locally within Grimsby and Cleethorpes, with nationwide delivery also available subject to minimum order requirements. The business also offers pre-assembled fish bundle boxes at tiered price points.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Fish Range of fresh fish sold by weight, including Fresh Haddock Fillet (£18.50/kg), Fresh Sea Bass Fillets (£26.50/kg), Fresh Plaice Fillet (£23.25/kg), Fresh Smoked Salmon (£8.50/100g pack), Fresh King Scallops (£35.00/1kg tub), Fresh Cod Fillet and Fresh Salmon. Sourced sustainably from local Grimsby fishermen, filleted and quality-checked in-house before delivery or collection.
• Chilled Fish Chilled, ready-to-eat fish products including Chilled Peeled Brown Shrimp, intended for customers who want prepared seafood without further cooking preparation.
• Frozen Fish Frozen seafood range including Frozen North Atlantic Prawns (£47.50/2.5kg), Frozen Surimi Lobster Tails (£5.00/pack), Frozen Crab Sticks (£8.50/1kg), Frozen Swordfish Steaks (£18.00/kg), Frozen Coldwater Prawns (£36.50/2kg) and Frozen Tilapia Fillets (£12.50/200g). Sold for nationwide delivery via the e-commerce site.
• Fish Bundle Deals Pre-assembled mixed fish boxes delivered to the customer's door, starting from £29 and offered in three sizes: Medium Fish Bundle (£55.00), Large Fish Bundle (£85.00) and Extra Large Fish Bundle (£140.00). Targeted at home cooks and families wanting a curated selection in one order.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor and core.

• Marine Stewardship Council (MSC)minorOthersMarine Stewardship Council certification displayed on website supporting sustainable fishing practices. The company states they work with local fishermen to ensure sustainable sourcing of all fish products.
• RSPCAminorOthersRSPCA certification logo displayed on website, indicating commitment to animal welfare standards in sourcing practices.
• Grimsby Fish MarketcoreStrategic or Co-development PartnerPhysical location partner. Excel Seafoods operates from Grimsby Fish Market at Wharncliffe Road, Fish Docks. This partnership provides direct access to fresh fish catches landed at the docks.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Young's Seafood: One of the UK's largest branded seafood manufacturers and suppliers, operating across retail, foodservice and wholesale. A broad incumbent in the same seafood category as Excel Seafoods, with vastly greater scale, brand recognition, and multi-channel distribution.
• Morrisons: UK supermarket with a notable fresh fish counter and online grocery seafood offering. Overlaps with Excel Seafoods on fresh and frozen seafood SKUs targeting British households, but at much greater scale and through an integrated grocery basket.
• Waitrose: UK premium supermarket with a strong fish counter and online seafood range. Competes with Excel Seafoods for fresh seafood spend across the UK, particularly the sustainability-positioned shopper, with substantially greater convenience and assortment.

Direct peers

• The Cornish Fishmonger: Independent UK online fishmonger delivering fresh, locally sourced seafood nationwide. Similar DTC online fishmonger proposition to Excel Seafoods with regional provenance branding, comparable SKU range, and similar customer profile.
• Fishbox: UK-based seafood subscription service delivering fresh, seasonal fish boxes on a recurring basis. Comparable to Excel Seafoods' fish bundle business model (£29–£140 bundles), with overlap on target customer and product format, but operates a subscription-first approach.
• The Fish Society: Long-established UK online seafood retailer offering nationwide delivery of fresh and frozen fish direct to consumers. Directly comparable to Excel Seafoods in DTC online seafood model and product breadth, but with a far larger national footprint and scale.
• Fish Forth: Scotland-based online fishmonger offering nationwide fresh and frozen seafood delivery. Operates the same DTC e-commerce seafood model as Excel Seafoods with comparable product categories and home-delivery positioning.
• Sole of Discretion: UK online seafood retailer specialising in sustainable, traceable fish delivered nationwide. Closely overlaps with Excel Seafoods on DTC fresh seafood delivery and sustainability/MSC credentials, serving conscientious consumers with similar SKU breadth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/excelseafoods
• LinkedInlinkedin.com/company/excel-seafoods-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Excel Seafoods Ltd