Young’s new Hot Smoked Sea Bass being sold at Waitrose stores

Published on
August 4, 2020

Grimsby, United Kingdom-based Young’s Seafood said its new chilled Hot Smoked Sea Bass is the first smoked product of its kind in the U.K. retail market.

It is now being sold in Waitrose stores under its Hooked brand.

“This innovative product was developed as Young’s has seen sea bass increase in popularity amongst chilled shoppers with its light, fresh taste appealing to a wide audience,” the supplier said in a press release. “However, fans of sea bass have been limited to just raw formats of the fish, while many other species come in ready-to-eat options. Young’s saw an opportunity to create a product for the chilled category which broke down traditional barriers to entry in smoked fish.”

The time is right to launch new chilled seafood products because COVID-19-related lockdowns have resulted in hefty chilled ranges sales growth, Young’s said, adding that the category has attracted shoppers who are trying to re-create restaurant-style meals at home using high-quality fresh fish.

The sea bass is smoked using oak wood to give it a light, nutty flavor, while retaining the light taste of sea bass.

“We really wanted to open up the chilled market to a broader range of shoppers, some of whom may have rejected smoked fish products previously, driven by uncertainty of how to prepare them or the strong flavors associated with the ‘oily fish’ species which are traditionally smoked, such as salmon, mackerel, and trout,” Young’s Commercial Manager Philip White said. “This hot smoked alternative needs no further cooking, has a lighter smoked flavor, and little to no smell.”

The Hooked line represents a “fresh, modern proposition … with a distinct look and feel designed to attract new, younger shoppers into the category,” the supplier said.

Photo courtesy of Young's Seafood

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