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 an elderly shopper profile and has recently lacked innovation, restricting choice and prompting some shoppers to leave the category.
“Breaded fish has long been a staple in the seafood aisle, but it’s been missing the excitement of bolder flavors. We’ve seen great success innovating in battered fish, so we wanted to bring that same perspective to the breaded category,” Wilson said.
Contrary to breaded fish, Young’s Chip Shop battered brand has surpassed GBP 51 million (USD 65 million, EUR 60 million) in sales, while its Gastro Taste of Asia and Taste of India ranges have attracted 53,000 new households into the category since they launched last year, according to Young’s. The Taste of Asia and Taste of India ranges are successful due to “adventurous” flavors such as Korean Chilli, Lime & Ginger, and Indian Masala, the company said.
To appeal to Britons seeking new battered fish options, Young’s separately launched new Extra Large Haddock fillets under its Chip Shop brand, which has surged 16 percent volume and 9.6 percent in value over the past year.
The new product, which will initially be offered in Iceland stores, includes two extra-large fillets of haddock coated in Young’s Chip Shop’s signature crispy bubbly batter.
Young’s Extra Large range is worth GBP 11.7 million (USD 15.3 million, EUR 13.5 million), the company said, and is among the Chip Shop’s bestsellers.
“We understand that today’s shoppers are looking for larger, more satisfying fillets that truly rival the quality and portion size of a traditional fish and chip takeaway,” Wilson said.
While haddock has traditionally over-indexed in Scotland and the North of England compared to the national average for battered fish sales, the supplier is seeing demand for the fish grow across the U.K., according to Wilson.
