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Young's Seafood Strips

Young’s Seafood has created a trio of Fish Fillet Strips NPD aimed at family lunchtimes.

Made using basa – a species of catfish – and caught in Vietnam, the new range comes in three variants – Southern Fried, Crispy Battered and Salt & Vinegar (rsp: £3/450g).

They will be packaged in a polyethylene and laminated polyethylene bag, which is recyclable in front-of-store shopping bag collection points. Last October, the seafood supplier said it had met its own target to cut plastic packaging by 10% by the end of 2020.

Having rolled into Tesco frozen aisles yesterday (14 March), Young’s said the new products provided an alternative to a full fillet and could be enjoyed by all age groups either on their own, with sides or in sandwiches or wraps.

“Our new product will appeal to the whole family and is a perfect option for a delicious, healthy meal,” said Young’s marketing controller Liz Griffin.

“The convenient format is ideal for anyone working at home and looking to upgrade their lunch break,” she added. “We really wanted some new and exciting flavours for families who are wanting to enjoy healthy and tasty fish, and we’ve done exactly that with our Fish Fillet Strips.”

The news comes as Young’s value sales in frozen aisles grew 19% year on year to £195.9m [Nielsen 52 w/e 26 December 2020]. This boost was in line with the growth experienced by the wider frozen fish category, which leapt 19.8% in 2020 to £1,098.8m [Kantar 52 w/e 27 December 2020].

Young’s has also poured investment into its chilled ranges over the past year, having revived its Hooked brand and overhauled the packaging of its fresh lines.

Frozen assets: frozen category report 2021

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