Young’s launches Gastro Meals for One

By

SeafoodSource staff

Published on
September 29, 2014

Following the success of the Gastro range of restaurant-quality fish entreés, Young’s Seafood has launched Gastro Meals for One.

“Gastro was originally launched to provide restaurant quality fish dishes for two, reflecting the trend towards couples eating in rather than going out, and the range is now enjoyed by over 2.5 million households,” said Yvonne Adam, marketing director at Young’s. “Extending Gastro into Meals for One was the natural next move for the range. We listened to consumers who told us they also wanted a treat to enjoy on their own, which reflects the growing interest in premium frozen ready meals.”

Two years on from the launch of the range, the new fish dishes will bring the Gastro restaurant experience to ready meals.

In just two years, the Gastro range has achieved a 10.8 percent household penetration and a repeat rate of 45 percent, while 42 percent of sales are incremental to frozen fish attracting new shoppers to the frozen aisles. The Gastro brand is worth £20.9 million (USD 33.9 million; EUR 26.7 million).
 
Gastro Meals for One includes 3 new SKUs: Cod, Spinach & Cheese Gratin; Pink Salmon, Alaska Pollock & Cherry Tomato Bake; and Alaska Pllock, White Wine & Parmesan Risotto.

The dishes, which take 45 minutes to bake or 10 minutes to microwave, will be available in the frozen aisle at Asda, Sainsbury’s, Co-op, Morrisons, Tesco, Waitrose and Ocado.

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