Grimsby, U.K.-based Young’s is expanding its Gastro restaurant‑inspired range with the launch of the Gastro Luxury Fish Pie.
The single-serve Luxury Fish Pie, which will launch at Tesco and other major grocers soon, is designed to attract more shoppers into frozen seafood by offering a “richer, more indulgent meal occasion,” Young’s said in a release.
The single‑serve Luxury Fish Pie includes four types of seafood – Atlantic salmon, pollock, smoked pollock, and king prawns in a mature cheddar and white wine sauce. It is topped with mashed potato, along with a cheddar and chive breadcrumb.
The launch responds to “continued demand for high‑quality, restaurant-inspired choices that help shoppers trade up and recreate a great dining experience at home” Young’s said.
“Seafood shoppers are of exceptional value to retailers, spending around GBP 1,000 [USD 1,357, EUR 1,150] more per year in grocery than non‑seafood shoppers. They’re also more likely to trade up, adding complementary items like wine or desserts, and build bigger baskets overall,” Kevin Sinfield, marketing controller at Sofina Foods Europe, which owns Young’s Seafood, said.
In fact, 10 percent of Young’s Gastro purchases include wine, "showing how premium seafood lifts the whole occasion and can create a more elevated at-home experience,” Sinfield added.
The launch also supports a broader category need to help shoppers expand their seafood repertoire beyond traditional fish and chip dishes, per Young’s.
Young’s Gastro Luxury Fish Pie is available in Morrisons, Sainsbury’s, and Tesco, with rollouts into Iceland and Asda slated for later in April. Its suggested retail price is GBP 4.75 (USD 6.44, EUR 5.46).
