Where tradition meets a new consumption habit
In recent years, the diet of Lithuanians has been changing – more and more often people are looking for products that can be quickly and effortlessly included in the daily menu. Herring has great but still underutilized potential in this context: it is filling, rich in protein and omega-3 fatty acids, and most importantly – it can be not only pickled but also smoked, as is common in much of Europe.
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In France, Italy, or other Western European countries, smoked herring is a common ingredient in salads, sandwiches, even pasta or other hot dishes. In Italy, it has its own name – aringa affumicata.
“While tasting the product intended for the Italian market, we realized that such a taste would be a bit too intense for Lithuanians – it has more salt and a stronger smoke aroma. Therefore, when developing the recipe for the Lithuanian market, we sought a subtler balance: we wanted the smoking aroma to complement the herring but not overpower the natural fish flavor,” says Šarūnas Stankevičius, product development manager at “Vičiūnai ir Ko.”
The result – two new product versions: naturally smoked herring fillet without oil and smoked herring fillet in oil with vegetables.
The smoke that doesn’t lie
One of the most important highlights of this product is how it is made. No artificial smoke aromas or flavor enhancers: the herring is smoked traditionally, using real alder wood chips that give the fish a gentle, classic wood smoke scent without overpowering the herring’s own flavor.
This process is neither quick nor simple. According to Bronislava Kuzavienė, head of the technology department at Baltic Food Partners, natural smoking requires very precise control of temperature, duration, and smoke intensity.
“In our factory, herring is smoked using real alder wood chips. Natural wood smoke gives it a distinctive aroma and rich color. But the balance is very important here – the smoking must complement the fish flavor, not overpower it. Therefore, every stage of the process is precisely controlled,” says B. Kuzavienė.
This precise control allows achieving what is considered the most difficult property to maintain in industry – uniform color, texture, and flavor in every production batch.
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“Modern consumers increasingly look for products that can be used immediately when preparing food. Therefore, we wanted smoked herring not to be perceived only as a traditional festive table product. It can become an ingredient for breakfast, lunch, or dinner – just like smoked salmon or other ready-to-eat fish,” says Š. Stankevičius.
From toasted bread to pasta with capers
The team that created the new herring recipe had a clear goal – to show that this product can go beyond the Christmas Eve or Easter table. There is no shortage of ideas: herring with toasted ciabatta and avocado, creamy cheese or curd; herring salad with vegetables or potatoes; pasta with herring, garlic, and capers; herring as a side to egg dishes; or simply a snack with pickled vegetables and fresh bread.
According to the creators, the natural smoke aroma pairs well with both traditional Lithuanian ingredients and more modern European cuisine combinations – so the product suits both nostalgic and experimental eaters equally.
International recognition is no accident
The fact that “Vičiūnai Group’s” herring products have potential in the international market is confirmed by the latest award – the natural flavor “VIČI” smoked herring pieces won the “Best Retail 2026” award at the international “Seafood Expo Global 2026” exhibition in Barcelona this year. Such recognition shows that the company’s direction – natural smoking, clear composition, convenient format – meets the expectations not only of Lithuanians but also of a broader European consumer.
Herring that is not afraid of everyday life
“We have a lot of experience working with fish products in different European markets, so we see how their consumption is changing. Products that were previously associated with specific occasions or traditional recipes are being rediscovered and adapted to modern cuisine. This is exactly the potential we see in smoked herring in Lithuania,” says Š. Stankevičius.
The new “VIČI” naturally smoked herring fillet is an attempt to look anew at a fish that most Lithuanians know from childhood but rarely appreciate as an everyday choice. If successful – herring will transform from a festive table symbol into what smoked salmon has long been: a simple, tasty, and always handy ingredient.
