Young’s Seafood on Monday announced the launch of its Easy Cook line of frozen, ready-to-cook, pre-cut fish fillet pieces.
The line comprises three varieties: White Fish Fillet Chunks, Pink Salmon Fillet Chunks and Smoked Fish Fillet Chunks. The skinless, boneless fish fillet pieces are ready to cook from frozen, with each 250-gram package serving two people. The range is packed in partially transparent bags with recipes.
Easy Cook was launched nationwide in Tesco and Asda in September and is now set to be stocked on Sainsbury’s shelves this month, for GBP 2.99 per pack or GBP 5 for two packs.
“The launch of our Easy Cook range will help encourage people to cook their own fish meals at home. Out research shows that consumers want a wider variety of ways to enjoy responsibly sourced fish. But right now people in the UK currently only eat fish 1.4 times a week, which is still well below the two-times-a-week level recommended by the government,” said Natasha Gladman, Young’s marketing director.
“The challenge isn’t just to get consumers to buy responsibly sourced fish, but to help them find ways to include it more often in their weekly meals. We identified that one in four uses of natural fish was to make a homemade fish dish, but that these took longer than the average 35 minutes taken to prepare an evening meal. One of the ways in which Young’s has responded to the need for greater convenience is by launching Easy Cook, which is pre-cut into small pieces to reduce preparation time,” added Gladman. “Consumers know that it is good for them to eat more fish, but they often lack the inspiration to know what to do with it, or lack the confidence to use it. So the Easy Cook range will make it much easier for the busy UK consumer to have a go.”
