Young’s adds Chip Shop Extra Large Haddock fillets nationwide

Young’s Chip Shop has launched Extra Large Haddock fillets as it continues to target consumers replicating takeaways at home.

The extra large fillets of haddock (rsp: £4) are coated in crispy bubbly batter and are “perfect served alongside chips and mushy peas, making them an ideal, easy treat for fans of the classic British dish”.

The launch joins the Extra Large Cod SKU so the Chip Shop brand’s Extra Large range now offers the two most popular fish on takeaway menus in the UK.

“We understand that today’s shoppers are looking for larger, more satisfying fillets that truly rival the quality and portion size of a traditional fish and chip takeaway,” said Matthew Wilson, interim marketing controller at Young’s. “That’s why we’ve expanded our range with the new Chip Shop Extra Large Haddock Fillets, bringing the same succulent fish and signature bubbly batter that our customers love, now in an even more generous portion.”

The Chip Shop brand is now worth £51m, according to Young’s with a growth of 16.2% in volume and 9.6% in value over the past year.

“Haddock has traditionally over-indexed in Scotland and the north of England compared to the national average for battered fish sales, but we’re seeing demand grow across the UK,” added Wilson. “With more people opting for bigger fillets, now is the ideal time to introduce our Extra Large Haddock, giving customers even more choice alongside our bestsellers.”