Young’s Seafood Ltd. will launch a new range of cod-based, mid-week meals it hopes will reinvigorate the United Kingdom’s declining frozen fish category.
Hitting retailers’ freezer cabinets in October, the “Simply Bake” range comprises four products – Broccoli Mornay, Mediterranen, Cheese & Leek and Florentine – targeted at attracting new, younger shoppers and also lapsed shoppers back to frozen fish. The range can be oven baked or microwaved.
The launch will be supported by a new multi-channel digital and consumer PR campaign.
According to Nielsen data, U.K. frozen fish sales have been declining at a rate of 8 percent year-on-year.
“With the launch of Simply Bake, we have used the expertise and experience that has made us the nation’s favorite fish and seafood supplier to breathe new life into one of our heartland categories. Listening to shoppers, we know people want more ways to enjoy fish and we hope to inspire people to love fish now and for generations to come with our latest innovation,” said Yvonne Adam, marketing director at Young’s Seafood.
