Young’s Seafood has sold 2.6 million fishcakes — that’s one fishcake every second — since launching its Jamie Oliver-endorsed frozen fish range in the United Kingdom a month ago, the company announced on Monday.
The celebrity chef’s sustainable fishcakes, made with Young’s salmon, pollock or whiting, are a hit with consumers, outselling his fish fingers. Oliver said the popularity of the fishcakes is a sign that the tide is turning on Brits’ perception of frozen fish.
The frozen fish range was launched in September to encourage Brits to eat more seafood and to champion high-quality, sustainable alternatives to favorites like cod and haddock. The range focuses on simple recipes that make fish meals accessible and affordable without compromising the environment.
“I’m thrilled that we’ve won over thousands of families and won over all these new frozen fish fans. I know that parents have struggled in the past to make fish a part of their children’s diets, so I wanted to create a range with Young’s that was not only tasty and affordable, but also easy to cook for bust families,” said Oliver. “It’s so important to introduce our kids to fish at a young age, so I couldn’t be happier with the incredible response to my ‘little meals’ for kids.”
The Jamie Oliver by Young’s range is made in Grimsby and available nationwide at Asda, Co-op, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose for GBP 1.99 per package.
