The Fish Society

What The Fish Society does

The Fish Society is a UK-based direct-to-consumer online fishmonger that sells over 200 varieties of frozen seafood (raw, smoked, cured, prepared, and tinned) to households across the United Kingdom. Founded around 2001 by a former London journalist, the company has built a 25-year operating history serving 150,000+ homes with 5M+ meals delivered, supported by a "frozen at peak freshness" proposition that positions its products as fresher than supermarket "fresh" fish. Its technical core centres on cold-chain capability: flash-freezing at source, specialist -60C storage for sashimi-grade tuna, and recyclable thermal packaging that maintains product temperature for up to 48 hours in transit, enabling next-day UK-wide delivery via DPD and Royal Mail.

The company operates a multi-channel revenue model combining one-time DTC product sales (price range £4-£91), a recurring membership subscription with 30-day free trial offering up to 30% discounts and 50+ member-only products, and a B2B wholesale channel for restaurants and food-service operators. Customer segments split between UK domestic consumers (primary) seeking premium and specialty seafood unavailable in mainstream supermarkets, and food-service businesses (secondary) requiring consistent quality supply. Marketing relies on content (extensive recipe library and Fishopedia), organic social (Instagram, WhatsApp), email, and celebrity endorsement (Gordon Ramsay and features in Gordon Ramsay's Future Food Stars, The Independent, The Guardian, The Telegraph, and The Times). Sourcing emphasises MSC-certified sustainable fisheries, with direct supplier relationships including Chalkstream (River Itchen trout), Colchester Oyster Fishery, and Hevva! (Cornish sardines). The business is privately held, operates from a single kitchen facility in Surrey, and reports 11-50 employees with no disclosed institutional investment, M&A activity, or public revenue figures.

Name

The Fish Society

Legal name

The Fish Society

Website

https://thefishsociety.co.uk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

The Fish Society is a UK direct-to-consumer online fishmonger selling 200+ varieties of frozen-at-peak seafood (raw, smoked, prepared, tinned) to households nationwide via next-day delivery, with a membership subscription and B2B wholesale channel.

Ownership category

akta.pro rank

Product category

Online Seafood Retail

NAICS

Fish and Seafood Retailers (445250), Fish and Seafood Retailers (44525), Fish and Seafood Merchant Wholesalers (42446), Seafood Product Preparation and Packaging (31171)

SIC

Retail-Food Stores (5400), Prepared Fresh Or Frozen Fish & Seafoods (2092), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Seafood Markets & Fishmongers (CRAHAHAC)

akta.pro secondary industries

Frozen Seafood Meals & Value-Added Seafood (CRADADAG), Seafood Wholesale (Fresh & Frozen) (AFAIADAD)

Keywords

• Frozen seafood
• Online fishmonger
• Seafood delivery
• Shellfish retail
• Prepared fish meals

Headquarters

HQ city

Normandy

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase model for frozen seafood products sold directly to consumers through their e-commerce platform. Products range from budget-friendly options to premium luxury items.
2. Membership Subscription: Recurring membership program offering 30-day free trial with ongoing benefits including up to 30% off products, free By Noon delivery upgrade, and access to over 50 exclusive member-only products.
3. Wholesale: B2B wholesale channel for businesses to purchase seafood products.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

The Fish Society sells over 200 varieties of frozen luxury seafood (shellfish, raw fish, prepared foods, smoked and cured, tinned and preserved) directly to UK consumers through its own e-commerce website, with next-day delivery and a membership subscription program offering up to 30% off products. A B2B wholesale channel supplies restaurants and food service businesses.

Product overview

The Fish Society operates as the UK's leading online fishmonger with a comprehensive e-commerce platform offering over 200 varieties of luxury frozen seafood. The core product is the seafood marketplace itself, supplemented by specialized categories including Shellfish (prawns, lobster, crab, scallops, clams, mussels, squid, octopus), Raw Fish (monkfish, various tuna species, sardines, trout, sea bass, black cod/sablefish, sole), Prepared Foods (Thai curry, soups, potted shrimps, fish pies, croquettes), Smoked & Cured (smoked salmon, kippers, gravadlax, herrings, bottarga), and Tinned & Preserved (premium tinned tuna, sardines, anchovies). Additional offerings include a Membership Program (with savings up to 30% and exclusive products), Wholesale Program for businesses, and a DIY Sushi Kit. All products are frozen at peak freshness and delivered next-day.

Differentiator

Problem solved

Functional benefit

Products and services

• The Fish Society Online Fishmonger Storefront E-commerce storefront offering over 200 varieties of frozen luxury seafood, with next-day UK delivery, for individual consumers seeking premium fish at home.
• Membership Program Subscription program offering a 30-day free trial, up to 30% off best sellers, free By Noon delivery upgrade, and access to over 50 exclusive member-only products.
• Wholesale Program B2B wholesale channel supplying restaurants, hotels, caterers, and other food service businesses with bulk seafood at wholesale pricing.
• Plat Des Fruits De Mer - Cooked Shellfish Platter Luxury cooked shellfish platter containing nine kinds including dressed lobster, mussel meat, Atlantic prawns, Scottish crab claws, clam meat, brown shrimp, crevettes, and 4 British oysters. Serves two.
• Best North Atlantic Cooked Peeled Prawns Cold water prawns from Greenland, cooked and peeled, individually frozen. One of the top-selling products for over 20 years.
• Yellowfin Tuna Saku Block - Sushi Grade Sashimi-grade yellowfin tuna block, super frozen at minus 60C to maintain color, texture, and flavor; untreated unlike competitors who use carbon monoxide. For sashimi and sushi preparations.
• Chalkstream Rainbow Trout Fillet Steaks Premium farmed rainbow trout from River Itchen, grown to 3 kilos for multiple bone-free portions. Praised by Jamie Oliver and Yotam Ottolenghi.
• English Oysters - Six Oysters High-pressure processed English oysters, norovirus-free, pre-shucked, with a 7-day shelf life.
• Wild Yellowfin Tuna Steaks Wild yellowfin tuna steaks sourced from an MSC-certified Pacific fishery, untreated, suitable for grilling, pan-searing, or salads.
• Wild Red Prawns (with Sublime Garlic Butter) Wild red prawns paired with the Sublime Garlic Butter blend, launched as a bundled product.
• Teriyaki Salmon Salmon coated in an in-house teriyaki marinade, originally developed for Whole Foods and relaunched on the company's own website as a frozen staple, air fryer friendly.
• Shellfish Category Shellfish assortment including king, Atlantic, and Argentine red prawns, American and Caribbean lobster, British dressed and Norwegian king crab, scallops, clams, mussels, squid, and octopus varieties.
• Prepared Foods Category Ready-to-cook and ready-to-eat seafood including Thai red curry, Tom Yum soup, potted shrimps, Malaysian laksa, salmon burgers, fish fingers, gyozas, croquettes, fish stock, escargots, and fish pies.
• Smoked & Cured Category Smoked salmon (FishRJumpin brand), kippers, gravadlax, herring (maatjes, marinated), cured products (bottarga), and boquerones.

Quantifiable outcome

• 99% of deliveries arrive on time
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Colchester Oyster FisheryminorStrategic or Co-development PartnerSupplier relationship for English oysters. The Fish Society team visited the supplier's oyster beds in Mersea Island to inspect operations and source high-quality English oysters.
• Chalkstream (River Itchen Trout Farm)coreStrategic or Co-development PartnerPrimary supplier of premium chalkstream rainbow trout. Farm produces fish up to 3kg for bone-free portions. Praised by Jamie Oliver and Yotam Ottolenghi. Sustainability rating 8/10.
• Whole Foods MarketminorChannel Partner/ Reseller/ DistributorTeriyaki Salmon product originally developed for Whole Foods as a fresh product. Company has since brought the product directly to their own website as a frozen staple.
• DPD (Delivery Partner)coreOthersPrimary courier partner for next-day deliveries across the UK with 1-hour text window notification service.
• Sublime ButterminorGTM or Marketing PartnerPartnership for butter pairings with seafood products. Wild Red Prawns paired with Sublime garlic butter blend, Argentine Red Prawns tossed in Sublime Butter.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Waitrose: UK premium supermarket chain with strong online grocery and seafood offering, including MSC-certified and frozen ranges. Comparable as a competing channel for premium UK seafood spend, though it operates broadly across grocery rather than specialising in fish.
• Whole Foods Market: Global premium natural and organic grocery retailer. Comparable on premium seafood assortment and sustainability positioning; The Fish Society has previously supplied private-label products to Whole Foods, indicating direct supplier/competitive overlap.
• Ocado: UK online-only grocery retailer carrying extensive premium and frozen seafood ranges. Comparable as a competing online channel for premium UK households, but with far broader assortment and infrastructure scale.

Direct peers

• Abel & Cole: UK organic food D2C subscription box operator delivering produce, meat, and seafood to households. Comparable on DTC e-commerce subscription model, UK geography, premium ethical positioning, and recurring-revenue customer relationship.
• Fishbox: UK-based online fishmonger selling fresh and frozen seafood on a subscription/one-off basis direct to consumers. Most directly comparable to The Fish Society on geography, channel (D2C e-commerce), product category, and target customer (UK premium households).
• The Cornish Fishmonger: UK seafood retailer with online ordering and nationwide delivery of fresh and frozen fish. Comparable on geography, D2C channel, and premium seafood assortment, with similar focus on provenance and sustainability claims.
• Pure Filet: UK online fishmonger delivering premium fresh and frozen seafood nationwide. Comparable on DTC e-commerce model, UK geography, premium positioning, and assortment depth in finfish and shellfish.
• The Bay Fishmonger: Independent UK online fishmonger with nationwide next-day delivery of fresh and frozen seafood. Comparable on D2C channel, UK geography, premium positioning, and direct competitive overlap on shellfish and finfish SKUs.
• Riverford Organic Farmers: UK organic D2C food delivery company with vegetable boxes and expanding seafood offerings. Comparable on DTC subscription model, UK geography, sustainable sourcing credentials, and direct-to-door cold-chain logistics.

Emerging players

• Wild Alaska Company: US-based DTC frozen-seafood subscription company shipping wild-caught, sustainable fish nationwide. Comparable on D2C subscription model, frozen-at-peak freshness positioning, sustainability narrative, and chef-quality recipes content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thefishsocietyeu
• Xx.com/TheFishSociety
• Facebookfacebook.com/thefishsociety
• LinkedInlinkedin.com/company/the-fish-society

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 The Fish Society