Britain’s top fish supplier Young’s Bluecrest is launching a wide range of products aimed at giving chilled seafood a major presence in the convenience sector for the first time.
Young’s wants to boost its branded chilled turnover from £42m to £100m within the next three years.
A marketing programme, which will include television and press advertising, is being fronted by the chef Mitchell Tonks, owner of the FishWorks restaurant chain.
The products, which Young’s claims will tap into a growing desire for healthier eating, will put pressure in terms of shelf space on meat and poultry chilled convenience lines.
They include luxury snacks and long-life shelf products and
will carry a Two a Week logo in line with the Food Standards Agency’s recommendations for consumption of fish.
The range, targeted at all retailers and store sizes, includes Seafood Starters, available by Christmas, featuring ready-to-eat potted shrimp (rsp: 3.99), dressed whole crab (rsp: £3.99), luxury prawn cocktail (rsp: £4.99) and shellfish platter (rsp: £7.99). Ready-to-cook lines are Manor House Smokies (rsp: £4.99) and Coquille St Jacques (rsp: £4.99).
The Young’s To Go range of healthier snacks, all with a minimum shelf life of 17 days, will be available from September. It includes Jumbo Seafood Stick (rsp: 49p) and seafood sticks & dip (rsp: 99p).
The Extended Shelf Life range includes seafood sticks (rsp: £1.19), smoked mackerel fillets (rsp: £7.29/kg), roll mops (rsp: £1.29) and mussels (rsp: £1.59). The products have a shelf life of 10 to 75 days. Television and print advertising will run in the final part of the year.
Yvonne Adam, business development controller, chilled brand, said the snacking ranges were intended to boost the number of healthy eating options available in-store. “We are confident they will succeed because they have much greater health credentials than other snack offerings,” she said.
“Trials of the ranges at Tates’ Spar stores in the Midlands had a phenomenal response.”
Kit Davies
Young’s wants to boost its branded chilled turnover from £42m to £100m within the next three years.
A marketing programme, which will include television and press advertising, is being fronted by the chef Mitchell Tonks, owner of the FishWorks restaurant chain.
The products, which Young’s claims will tap into a growing desire for healthier eating, will put pressure in terms of shelf space on meat and poultry chilled convenience lines.
They include luxury snacks and long-life shelf products and
will carry a Two a Week logo in line with the Food Standards Agency’s recommendations for consumption of fish.
The range, targeted at all retailers and store sizes, includes Seafood Starters, available by Christmas, featuring ready-to-eat potted shrimp (rsp: 3.99), dressed whole crab (rsp: £3.99), luxury prawn cocktail (rsp: £4.99) and shellfish platter (rsp: £7.99). Ready-to-cook lines are Manor House Smokies (rsp: £4.99) and Coquille St Jacques (rsp: £4.99).
The Young’s To Go range of healthier snacks, all with a minimum shelf life of 17 days, will be available from September. It includes Jumbo Seafood Stick (rsp: 49p) and seafood sticks & dip (rsp: 99p).
The Extended Shelf Life range includes seafood sticks (rsp: £1.19), smoked mackerel fillets (rsp: £7.29/kg), roll mops (rsp: £1.29) and mussels (rsp: £1.59). The products have a shelf life of 10 to 75 days. Television and print advertising will run in the final part of the year.
Yvonne Adam, business development controller, chilled brand, said the snacking ranges were intended to boost the number of healthy eating options available in-store. “We are confident they will succeed because they have much greater health credentials than other snack offerings,” she said.
“Trials of the ranges at Tates’ Spar stores in the Midlands had a phenomenal response.”
Kit Davies
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