A new range of frozen premium seafood products from Young’s Seafood is rolling out at Asda supermarket outlets across the United Kingdom during June. Among the offerings is Jumbo Beer Battered Argentinian Red Shrimp, which is being positioned to tap into the growing demand for value-added shellfish in Britain.
“Our Beer Battered Shrimp brings a new species and eating occasion to our restaurant quality Gastro range,” said Yvonne Adam, the Grimsby, England-based company’s marketing director. Packs containing 220 grams are priced at £4.50.
The supply of Argentine red shrimp harvested in Southwest Atlantic waters has risen in recent years, with landings in 2017 weighing in at 240,000 metric tons. The fishery, which has benefited from better management practices, is expected to receive MSC-certification by late 2019 or early 2020.
Also new from Young’s are Lightly Battered and Lightly Breaded Chunky Cod Fillet SKUs. Distribution is in 250-gram twin-packs that sell for £3.
“We’re excited about how our latest products demonstrate innovation, insight and our seafood expertise” said Adam. “Our industry leading segmentation helped us identify a group of discerning shoppers who prefer chunky portions, so we’re meeting that need with a fabulous product that combines 100% natural, chunky fillet with a lighter coating.”
Ranked as Britain’s leading seafood specialty brand, Young’s has been in business since 1805, when it was founded by Elizabeth Young and her family who were watermen and fishermen on the Thames at Greenwich. It takes credit for a number of notable seafood firsts, including the marketing of potted shrimp in distinctive blue pottery jars and introducing frozen prawns to UK consumers in the 1940s.
The company was acquired by Lion Capital, Bain Capital Credit and HPS Investment Partners in 2008 in a £1.1 million transaction. The deal included the Findus brand business, which was sold Nomad Foods in 2015 for £500 million.
