Young’s Seafood Limited launched its Young’s Brand into the United States, with national distribution at Walmart, Sam’s Club, and several grocery chains operated by Ahold Delhaize.
Seven of Young’s products, including Wild Caught Cod Fillets in Beer Batter, Wild Caught Haddock Fillets in Beer Batter, 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, are now featured in more than 14,000 stores.
The expansion is the first milestone in Young’s plans to build on its existing market-leading position in the United Kingdom and access other international markets, the company said in a statement. It also plans to expand into Europe and China.
“We did extensive research, and the U.S. seemed an obvious place to start, as it has a strong frozen food category,” Frank Green, sales director for Young’s Seafood, said. “We know that British provenance is a key selling point in the U.S., so we are confident that the brand will be well-received by U.S. consumers, based on the initial retailer feedback.”
New packaging that features Young’s British heritage will be featured on the U.S. packaging.
Young’s U.S. expansion was brought about by its relationship seafood supplier The Fishin’ Company, based in Munhall, Pennsylvania, the company said.
