Young’s Seafood is injecting fresh energy into the breaded fish category with the launch of two new frozen fish fillets in rich flavours. In a bid to attract younger consumers, the brand has introduced garlic herb and paprika varieties to boost growth.
Young’s Seafood, the UK’s leading seafood brand, is expanding its range with the launch of two new frozen breaded fish fillets. The two new products, Young’s Garlic Herb and Young’s Paprika, are designed to inject fresh energy into the breaded fish category. The new products are targeted at younger shoppers and aim to reverse the category’s recent decline.
Breaded fish sales decline
The breaded fish category has been struggling in recent months. The market has fallen by 11.6% in value and 10.7% in volume. The category has traditionally attracted an older demographic. However, limited innovation has led to a stagnant market, with many shoppers turning to other products.
In response, Young’s Seafood has introduced bold flavours and high-quality fillets in a bid to reinvigorate the market. The new products are designed to appeal to younger shoppers and meet the growing demand for exciting, tasty treats.
“Breaded fish has always been a staple, but it has lacked the excitement of bolder flavours,” said Matthew Wilson, interim marketing director at Young’s Seafood. “We’ve had great success with our breaded fish range. Now, we want to bring the same innovation to breaded fish. These new flavours have performed well in consumer testing and we are confident they will attract new shoppers and boost sales in the category.”
New flavours launched
Two new fillet varieties – Young’s Breaded Fish with Flavour – Extra Large Paprika & Pepper (2 300g fillets, RRP £4.00) and Young’s Breaded Fish with Flavour – Extra Large Garlic & Herb (2 300g fillets, RRP £4.00) – will be available in Iceland, Asda and Morrisons in April. More launches are expected soon. A digital marketing, PR and activation programme will support the launch and encourage consumer trial.
The new breaded fish fillets are designed to provide a quick and easy dinner option for busy weeknights. Whether paired with potatoes and vegetables for a full meal or a fresh salad for a lighter option, these fillets offer consumers a convenient, delicious solution.
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