Grimsby, U.K.-based Young’s Seafood is aiming to appeal to U.K. consumers concerned about grocery inflation, releasing a new value-focused Jumbo Fish Special under its Young’s Chip Shop brand.
The Jumbo Fish Special includes two fillets of “high-quality natural pollock,” according to the firm, coated in its signature batter for just GBP 5.00 (USD 6.80, EUR 5.80).
“It’s a value-packed takeaway that taps into the cost-of-living mindset without compromising on taste or quality,” Young’s said, adding that it is responding to consumer demand for larger portions and indulgent at-home meals, “especially as budgets tighten and families seek affordable treats.”
The release also comes as fish fingers turn 70 years old and still remain a U.K. consumer favorite.
Nearly 1 billion boxes of fish fingers have been sold over the past year, Worldpanel Head of Retail and Consumer Insight Fraser McKevitt said in a press release, noting that more than half of British households purchase fish fingers.
"Fish fingers continue to be a perennial favorite with U.K. shoppers, valued for their ease of preparation and broad family appeal,” Young’s Seafood Interim Marketing Manager Anne Laudage told SeafoodSource. “Over time, they’ve become a freezer staple – reliable, versatile, and well-suited to a range of meal occasions.”
Young’s, which produces around 12 million fish fingers weekly, said it is the leading U.K. producer of fish fingers and sales continue to grow.
For instance, retailer Asda announced it will add four more of Young’s fish finger products in September: Gastro Chunky Tempura Battered Fish Fingers, Gastro Chunky Signature Breaded Fish Fingers, Young’s Omega 3 Fish Fingers, and Young's Extra Crispy Battered Fish Fingers.
Fish fingers’ sustained popularity also reflects a broader shift in consumers looking for easy and quick-to-prepare foods, according to Worldpanel.
“The average home cook now spends three fewer minutes preparing the evening meal than they did in 2017 at just under 31 minutes,” McKevitt said, further explaining that sales of microwaveable rice, ready meals, and chilled pizza have also increased.
