Young’s launches mackerel fish and chips


SeafoodSource staff

Published on
March 13, 2011

Young’s Seafood on Monday launched its Young’s Chip Shop Mackerel in two major supermarkets.

Inspired by the Fish Fight campaign, Young’s Chip Shop Mackerel is now available at 650 Tesco and Morrison’s stores throughout the United Kingdom.

A Fish Fight campaign program that aired on Channel 4 in January highlighted celebrity chef Hugh Fearnley-Whittingstall’s “Mackerel Mission” to encourage people to try sustainable mackerel, as opposed to overfished whitefish species, at fish-and-chip shops.

The product brings more diversity to Young’s Chip Shop line, which already includes Alaska pollock, pangasius, cod and haddock. The mackerel is sourced according to Fish for Life criteria, Findus Group’s responsible seafood procurement program. In addition, the mackerel, sourced from a longstanding Young’s supplier in Scotland, is certified by the Marine Stewardship Council.

“We’re delighted to be working with Tesco and Morrison’s to give consumers an easy and delicious way to try different species of sustainable fish,” said Young’s CEO Leendert den Hollander. “We take our responsibilities very seriously and that’s why one of the action we take is to encourage consumers to try a wide variety of fish species. We hope consumers who’ve backed the Fish Fight will help make this product a success.”

Just last week, Tesco announced that its pouting sales are soaring and now represent 50 percent of its cod sales six weeks after the obscure but inexpensive species was put on special in 400 of its stores. The retailer was also inspired by the Fish Fight campaign.

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