The Young’s seafood brand in the United Kingdom is expanding its core range with the launch of two breaded frozen fish products as it looks to reinvigorate and drive growth in the category, which has been in decline over the past year as value dropped by 11.6% and volume fell 10.7%.
With the new product launch of Young’s Breaded Fish with Flavour – Garlic and Herb (2x extra large fillets, 300g, RRP £4.00), and Breaded Fish with Flavour –Paprika & Pepper (2x extra large fillets, 300g, RRP £4.00), the Grimsby, England-based marketing team saw an opportunity to appeal to a younger generation of shoppers and drive growth in the category, fusing on-trend seasonings and high quality fish fillets for a modern take on breaded fish.
As consumer interest in traditional breaded fish declines, Young’s has drawn on successful trends from battered fish, where larger portions and bold flavours have driven growth.
Young’s Chip Shop brand, home to a range of products coated in signature bubbly batter, has surpassed £51 million in sales, according to Nielsen, while the Gastro Taste of Asia and Taste of India ranges have attracted 53,000 new households into the category since their launch in 2024, with adventurous offerings such as Korean Chilli, Lime & Ginger and Indian Masala. Now, Young’s is bringing the same formula to breaded fish.
Designed for effortless midweek meal occasions, the fillets offer a convenient and versatile dinner option. They can be paired easily with a range of side dishes, such as potatoes and vegetables for a hearty dinner, or a fresh salad for a lighter meal.
“Breaded fish has long been a staple in the seafood aisle, but it’s been missing the excitement of bolder flavours. 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,” said Matthew Wilson, interim marketing controller at Young’s, a member of Norton, North Yorkshire-headquartered Sofina Foods.
The new products are launching at Iceland, Asda and Morrisons stores during April, with more listings to come. It rollout campaign is being supported by digital marketing, PR, and an activation plan to drive trial.
