In what could be the fastfood breakthrough of the decade, Young's has launched the first microwaveable fish fingers, The Grocer can reveal.
Young's Micro Fish Fingers (rsp: 99p per pack of four) roll out across major retailers this month.
The Alaskan pollock-based fillet fish fingers take about two minutes to microwave from frozen and have been created using a specially formulated crumb coating that prevents moisture from the fish entering the crumb.
The card packaging featured ventilation and susceptor technology that prevented the build up of steam and produced a crispy rather than soggy fish finger, claimed the Findus Group brand.
"The fish finger is a category long overdue for some new thinking," said Charlotte Broughton, marketing controller for Young's. "The Micro version is a natural next step because it optimises all the obvious potential for fish fingers to compete in the market for nutritious quick snacks."
A new marketing campaign later in the year would highlight the snack potential of Micro Fish Fingers against other microwaveable snacks such as burgers, she said.
Young's was devising specific activities to target one of the product's natural markets students via university tastings.
Broughton added that the new concept could help improve the reputation of pollock. "It's time to lay to rest some of the past negativity around Alaska pollock," she said.
"Our new product is a great modern way to get more people, especially younger consumers, to taste the fish and find out just how good it is."
However, Young's frozen rival, Birds Eye, said fish fingers were already easy enough to make.
"I don't think it solves a massive consumer problem. The product delivery is vital... but good luck to them!" said Ben Pearman, marketing director.
The total UK fish finger market has grown 7% to £131m over the past year, according to Nielsen.
Young's Micro Fish Fingers (rsp: 99p per pack of four) roll out across major retailers this month.
The Alaskan pollock-based fillet fish fingers take about two minutes to microwave from frozen and have been created using a specially formulated crumb coating that prevents moisture from the fish entering the crumb.
The card packaging featured ventilation and susceptor technology that prevented the build up of steam and produced a crispy rather than soggy fish finger, claimed the Findus Group brand.
"The fish finger is a category long overdue for some new thinking," said Charlotte Broughton, marketing controller for Young's. "The Micro version is a natural next step because it optimises all the obvious potential for fish fingers to compete in the market for nutritious quick snacks."
A new marketing campaign later in the year would highlight the snack potential of Micro Fish Fingers against other microwaveable snacks such as burgers, she said.
Young's was devising specific activities to target one of the product's natural markets students via university tastings.
Broughton added that the new concept could help improve the reputation of pollock. "It's time to lay to rest some of the past negativity around Alaska pollock," she said.
"Our new product is a great modern way to get more people, especially younger consumers, to taste the fish and find out just how good it is."
However, Young's frozen rival, Birds Eye, said fish fingers were already easy enough to make.
"I don't think it solves a massive consumer problem. The product delivery is vital... but good luck to them!" said Ben Pearman, marketing director.
The total UK fish finger market has grown 7% to £131m over the past year, according to Nielsen.
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