Young’s ‘shakes up’ category with premium line

Young’s Seafood on Wednesday launched a range of premium frozen whitefish fillets that is says will “shake up” the category and transform consumer perception of frozen fish.

The UK company’s Fishmonger Choice range was developed with help from restaurateur and fishmonger Mitch Tonks. The product comes in two varieties: Prime Fillet of Atlantic Cod with roasted garlic, herbs and sun dried tomato and Prime Fillet of Atlantic Haddock in a mild chili and lemon dressing.

Fishmonger’s Choice is aimed at consumers who enjoy quality food but generally lack the expertise and confidence to cook fish at home, according to Young’s. It is designed to be cooked straight from frozen in the Flavour-Lock Pouch™ designed by DuPont Teijin Films for Young’s, either in the oven for 30 minutes or in the microwave for four to six minutes.

The 160-gram product is available at the suggested retail price of GBP 2.99 (USD 4.60, EUR 3.60). The roll-out will be supported by a promotional in-store price of GBP 2 (USD 3.10, EUR 2.40) throughout October and November.

Young’s plans to “extensively” develop the range over the next three years, with a new innovation every six months.

“The launch of a range such as Fishmonger’s Choice is exactly what the category is crying out for,” said Tonks. “We’ve put our hearts and souls into developing frozen fish products that taste just as great, if not better, than chilled. We have refused to use anything other than the very best ingredients, and both I and the Young’s team of seafood chefs have ploughed every ounce of our expertise and passion into these recipes. Our aim is to astound consumers with the quality and taste, and I have no doubt we’ll achieve this.”

“As the experts in fish, it’s our responsibility to continually develop new, great tasting, consumer-centric products that will allow more people to enjoy the many benefits and variety of flavors that fish has to offer and make it easier and tastier for them to eat fish twice-a-week as recommended,” added Yvonne Adam, Young’s brand director.

All Foodservice & Retail stories >

Want seafood news sent to your inbox?

You may unsubscribe from our mailing list at any time. Diversified Communications | 121 Free Street, Portland, ME 04101 | +1 207-842-5500