UK seafood company sales up 50 percent, range expanded further

Young’s Seafood Limited reported the sales value of its Gastro-branded frozen products has grown 50 percent over the past year, and the company is adding four new products to its offering.

Launched in 2012, the Gastro brand is now worth more than GBP 30 million (EUR 40.6 million; USD 45.9 million) and is one of the United Kingdom’s fastest growing frozen brands. In the 52 weeks ending 19 July 2015, it had achieved 15.4 percent household penetration and a repeat rate of 45 percent.

The average spend per buyer of Gastro fish dishes is GBP 10.52 (EUR 14.26; USD 16.08), said Young’s.

Pete Ward, chief executive of Young’s, said the success of Young’s Gastro “proves that it is possible to grow frozen brands in today’s market.”

Young’s has attributed some of the increase in sales to the TV advertising campaign it launched earlier this year that promotes the Gastro range through brand ambassador “Malcolm the Cat,” voiced by actor Rupert Everett.

Joining the Gastro range this month are:

  • Gastro Lemon and Herb Tempura Wholetail Scampi – wholetail scampi wrapped in Young’s signature Lemon & Herb light, crispy batter.
  • Two New Gastro Natural Fish variants – basa (pangasius) fillets with a rocket, basil and parmesan sauce, or with a spicy tomato and chorizo sauce. Both products come in a flavor-lock pouch, which can be microwaved, or oven cooked.
  • Gastro Meals for One – Our Fish Pie – chunks of fish and smoked fish fillet in a mature cheddar and chive sauce, piped with creamy mash and topped with carrot and Red Leicester cheese.

“Drawing inspiration from global culinary trends and gastro-pub favorites, these new Gastro dishes are perfect for entertaining and enjoying at home. Our Young’s Gastro brand aims to grow the category by encouraging people to eat more fish, by making fish more tasty and ultra-easy to prepare. From Lemon and Herb Tempura Wholetail Scampi to Basa fillets with a spicy tomato and chorizo sauce, our new innovative taste combinations are set to entice even more new consumers to the frozen aisles,” said Yvonne Adam, marketing director at Young’s.


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