Young’s Seafood has expanded its core range with the launch of two flavoured breaded frozen fish products.
The Young’s Breaded Fish with Flavour range (rsp: £4/300g) includes two SKUs: Garlic & Herb and Paprika & Pepper.
The launch is designed to appeal to a younger generation of shoppers and drive new growth in the category, fusing seasonings and high-quality fish fillets for a “modern take on breaded fish”.
The breaded fish category has been in decline over the past year, with value down 11.6% and volume down 10.7%. The breaded fish category is characterised by an elderly shopper profile, and has recently lacked excitement with minimal innovation, restricting choice and prompting some shoppers to leave the category, said Young’s.
“Breaded fish has long been a staple in the seafood aisle, but it’s been missing the excitement of bolder flavours,” said Matthew Wilson, interim marketing controller at Young’s. “We’ve seen great success innovating in battered fish, so we wanted to bring that same perspective to the breaded category.
“These flavours did exceptionally well in consumer testing, and we’re confident they’ll bring fresh energy to the category while helping retailers attract new shoppers.”
They can be paired with a range of sides and are launching in Iceland, Asda and Morrisons during April, with more listings to come.
It will be supported by digital marketing, PR, and an activation plan to drive the trial.
“With these exciting new products, Young’s is reaffirming its commitment to innovation and quality, making fish more accessible and appealing to all ages while ensuring midweek mealtimes remain deliciously satisfying,” Wilson added.
The launches build on the Young’s battered fish launches, most recently unveiling a Taste of India range in August.
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