Young’s expands in US, eyes China
Young’s Seafood plans to double the number of products sold in the United States while bringing on an additional 1,300 U.S. grocery stores to those selling its frozen seafood meals.
The company’s executives are also currently visiting retailers in China “to continue the good progress with our plans to take further steps to build the brand in this market during 2018/2019,” Young’s said in a press release.
In January, Grimsby, United Kingdom-based Young’s entered the U.S. market in partnership with The Fishin’ Company, selling its frozen seafood meals in 13,000 Walmart, Sam’s Club, and several grocery chains operated by Ahold Delhaize.
Now, Young’s is selling its products in 1,300 Safeway Northern California and Jewel-Osco stores, operated by Albertsons Safeway.
“Driving exports is a key pillar of our strategic growth plan and the continued success in the U.S. market demonstrates the strength and popularity of our brand,” Young’s Seafood CEO Bill Showalter said. “Our consumer research highlights that British provenance is a key selling-point in the U.S., where we are now one of the fastest-growing brands, and we believe there is scope to replicate this success in Europe, China, and many other export markets.”
Due to success in the United States, Young’s plans to have double the number of items sold in the U.S. market in the near future.
“This will launch in the fall and we are looking forward to supporting this additional business and partnering with Young’s to increase seafood consumption,” said Ryan Grace, president of the Fishin’ Company.
Current U.S. products include: Wild Caught Cod Fillets in Beer Batter, Wild Caught Haddock Fillets, Flipper Dippers and Crispy Battered Cod and Chips, Wild Caught Chunky Haddock Fillets in Light Crispy Batter, and Wild Caught Chunky Cod Fillet Fingers in Light Tempura Batter.
The U.S. packaging highlights that Young’s is "Made in Britain" and features Young’s British heritage.