Young’s Seafood has expanded U.K. retail’s increasingly popular frozen seafood category with three new lines: King Prawns and Scallops with Lemon and Pink Peppercorn Butter (200g); Fruits de Mer with Black Garlic and Lemon Butter (250g); and Jumbo Tiger Prawns (180g).
The new range is being sold in Tesco, Sainsbury’s, and Waitrose stores with recommended prices between GBP 5.00 and 6.00 (USD 6.60 to USD 7.92, EUR 5.61 and 6.73). The launch is being supported by a multichannel marketing campaign.
Young’s said the new offerings come after it undertook research that found consumers lacked inspiration, with two out of three people surveyed saying that they would like to see new and exciting products.
“We want to inspire more people to love fish, and when consumers told us they lack that inspiration, we’ve used our seafood heritage to develop the best shellfish products that they can be confident in using to make delicious dishes at home,” said Jason Manley, head of frozen brand at Young’s.
According to consumer analysts Kantar, in the U.K. retail sector, frozen seafood grew 9.5 percent in value and 5.5 percent in volume in the 12 weeks to 8 October 2017, which is the category’s fastest growth for more than seven years.
