Herring like you’ve never had before: VIČI’s award-winning new product arrives in Lithuanian stores
Vičiūnai Group is introducing Lithuanian consumers to a fresh take on a familiar fish: cold-smoked, sliced herring that can be enjoyed straight from the pack.
Thin slices, the flavour of alder smoke and spices, and no oil or marinade. The original-flavour version of this VIČI product won the Best Retail Product award at Seafood Excellence Global 2026 in Barcelona this spring.
According to Vičiūnai Group’s specialists, developing the new product meant rethinking how the fish is prepared and presented. The herring fillets are first cured with spices, then smoked, thinly sliced and dried. This combination of processes creates a distinctive texture and opens up more ways to enjoy the fish, from a quick snack to sandwiches or salads.
“We wanted to create a product that would surprise even those who know herring well. We changed the way it is prepared, presented and eaten. The flavours of fish, smoke and spices come together as you taste it, while the thin slices offer a different eating experience from what we usually expect from herring,” says Rasa Koržovienė, Head of Product and Technology Development at Viciunai Group.
Inspired by changing eating habits
The product was developed specifically for the international Seafood Expo Global trade show. While exploring new ideas, the team considered how consumer expectations are changing: people are looking for convenient snacks, smaller packs, and new flavours and textures in familiar products.
According to Koržovienė, one of the development goals was to make herring a snack in its own right. This meant eliminating the need for additional slicing, draining or preparing other ingredients.
“We see an interest in smoked and grilled products and unexpected flavour combinations. At the same time, consumers want food that is easy to serve and eat. We brought these preferences together to create herring that requires no further slicing or preparation: simply open the pack,” explains Koržovienė.
The thin slices also work well in sandwiches, salads or on a sharing platter. A fish traditionally associated with specific dishes can therefore become a versatile ingredient in everyday meals.
More than a dozen variations, with trials covering everything from flavour to packaging
Developing the final product took several months. Factory technologists, product development specialists and researchers worked to fine-tune the curing, smoking, slicing and seasoning. More than a dozen flavour variations were assessed during tastings.
The product’s appearance also evolved: during the trials, the herring slices ranged in colour from yellowish and pinkish tones to dark brown. Their arrangement in the pack required particular attention, with a packaging technologist also contributing to the first prototypes.
“One of the biggest challenges was believing in the new format ourselves and finding a way to bring it to life. A good idea alone does not guarantee a successful result: we had to bring together flavour, texture, appearance and the production process. International recognition strengthened our confidence in the product and encouraged us to move into full-scale production,” says Koržovienė.
At the Seafood Excellence Global 2026 competition in Barcelona, the original-flavour version was named Best Retail Product. The judges recognised its balanced herring and smoke flavours, slicing, presentation and packaging.
Two versions available to Lithuanian shoppers
Two versions are currently offered on the Lithuanian market in 80 g packs: Scandinavian-style cold-smoked sliced herring fillets and cold-smoked sliced herring fillets with pepper. The products are already available at Maxima stores and will soon appear on IKI shelves.
“We received positive feedback after presenting the product at the trade show, so we decided to offer it to Lithuanian consumers as well. Now we want to hear what they think: how they respond to this new herring format, which flavour they prefer and how they incorporate the product into their everyday meals,” says Stasys Petkevičius, Sales Manager for Lithuania at Vičiūnai ir Ko.
The development team has also created a third, beetroot-flavoured version. Whether it reaches Lithuanian store shelves will depend on consumer interest.
“What pleases us most is that even people who do not usually choose herring are keen to try this product. We want to show just how much this fish has to offer when we dare to prepare it differently,” says Koržovienė.
For more recipes and ideas for using cold-smoked herring in snacks and everyday dishes, visit https://vici.eu/lt/rukytos-silkes-gabaliukai/.