Young’s is aiming to reverse declining breaded fish sales in the U.K. with a series of new retail offerings.
The Grimsby, U.K.-based frozen seafood supplier said it is aiming to appeal to a younger generation of shoppers with its new pollock products: Young’s Breaded Fish with Garlic and Herb and Young’s Breaded Fish with Paprika & Pepper.
The new flavors performed “exceptionally well” in consumer testing, Young’s Marketing Controller Matthew Wilson said in a press release, adding that he is confident they will bring “fresh energy to the category while helping retailers attract new shoppers.”
The new breaded products, which include two fillets and retail for a suggested GBP 4.00 (USD 5.13, EUR 4.70) each, are launching in Iceland, Asda, and Morrisons stores during April, with more retailers to be added later.
U.K. breaded fish sales have plummeted 11.6 percent in value and 10.7 percent in volume for the year ending 22 February, according to Nielsen, while battered fish rose 4.8 percent by value and 7.9 percent by volume.
Young’s said the breaded fish category is characterized by ...
