Emma Acklam has seafood in her DNA. As Sales & Marketing Director at Seafish UK and daughter of Founder Bob, she has grown up alongside the business, gaining first-hand insight into the realities of the category, from sourcing and supply to shifting consumer perceptions. Today, her role bridges commercial strategy and innovation, ensuring new product development is both creative and commercially robust.

In this edition of IFE Manufacturing’s NPD Insights series, Emma reflects on entering the sector, the unique challenges of frozen and chilled seafood, and why sustainability, collaboration and clear positioning are critical to success. She also shares what visitors can expect from Seafish UK at IFE, including a glimpse of a new direction that signals how the business is thinking about the future of protein.

How did you first enter the food & drink sector, and what attracted you to NPD?

I’ve grown up in the seafood industry, it’s always been part of my life. As the daughter of our founder, Bob, I’ve seen the business evolve over the years, and that hands-on exposure gave me a real understanding of both the product and the people behind it.

What really attracted me to NPD is the creativity balanced with commercial thinking. It’s about spotting gaps in the market, understanding consumer behaviour, and then turning that insight into something tangible that people can enjoy at home.

Tell us a bit about your current role – what does an average day look like?

As Sales & Marketing Director at Seafish UK, no two days are ever the same, and I absolutely love that.

One minute I’m working with buyers on new listings, the next I’m reviewing packaging concepts, analysing market trends, or collaborating with our NPD team on new product ideas.

My role sits right between commercial strategy and brand growth, making sure what we develop is not only innovative but right for the customer and commercially viable.

What are some of the challenges that come with working in the frozen/chilled seafood sector?

Seafood is a complex category. You’ve got fluctuating raw material costs, global supply chain pressures, sustainability expectations, and evolving consumer perceptions - particularly around frozen.

One of our ongoing challenges is educating consumers that frozen doesn’t mean inferior. In many cases, it locks in freshness at its peak. It’s about shifting mindsets while continuing to innovate.

What inspires you when it comes to NPD and product development more generally?

Travel, food trends, restaurant menus, global flavours - inspiration is everywhere.

But more than anything, it’s listening. Listening to customers, retailers, and even our own team. Some of our strongest concepts have come from simple conversations about what’s missing on shelf or what families are looking for midweek.

How important is sustainability to the seafood sector / Seafish UK?

Sustainability isn’t optional in seafood, it’s essential.

At Seafish UK, responsible sourcing is a fundamental part of how we operate. We work closely with accredited fisheries and trusted supply partners to ensure we’re protecting marine life and future supply.

For us sustainability isn’t just about meeting standards, it’s about safeguarding the industry for the next generation.

What role do your customers play in inspiring or prompting new product development?

They play a huge role.

Retailers and foodservice partners give us direct insight into their shopper behaviour, working together to identify category gaps, and upcoming trends. We see ourselves as a collaborative partner, we don’t just develop products in isolation.

The best results come when we combine their data and insights with our manufacturing expertise and market knowledge.

How important is branding and correct market positioning to a new product’s success?

It’s critical.

You can have the best product in the world, but if it’s not positioned correctly - whether that’s premium, family-friendly, convenience-led or health-focused - it won’t resonate.

Clear branding builds trust, and trust drives repeat purchase. In a competitive category like seafood, standing out on shelf is everything.

What will Seafish UK be discussing with visitors to IFE this year?

At IFE this year, we’re focused on growth - both ours and our customers’.

We’ll be showcasing new product development across retail and foodservice, talking about category innovation, emerging flavour trends, and how we can support retailers with flexible, scalable manufacturing.

We’re also excited to share our refreshed brand direction and demonstrate how Seafish UK continues to evolve while staying true to our family roots.

And for those visiting the stand, there may also be a first glimpse of something a little different - an exciting new direction we’ve been developing behind the scenes. It reflects how we’re thinking more broadly about protein, innovation and the future of the category… but we’ll be revealing more very soon.

Learn more about Seafish UK at seafishuk.co.uk and meet the team on Stand N3950 at IFE 2026.