Young’s Seafood expanded its Chip Shop range with the launch of Chip Shop Lighter, which has 45 percent less saturated fat, according to the supplier.
The Chip Shop Lighter cod fillets will hit the shelves in Tesco, Asda, and Waitrose stores this month.
Young’s invested significant time and effort into redeveloping their signature recipe for the GBP 43 million (USD 56 million, EUR 49 million) brand, which had a sales increase of 14 percent in 2019, the company said in a press release.
“Saturated fat can be a category barrier, so we’ve created a great, tasty alternative to the core Chip Shop range, allowing more consumers to enjoy a delicious battered fish fillet, without worrying about the fat content,” Young’s Marketing Director Jason Manley said.
To reach more millennial shoppers, Young’s completely overhauled its core packaging design and implemented a multi-million-pound Masters of Fish campaign at the start of this year.
The Masters of Fish marketing campaign will now also feature the Chip Shop Lighter range.
“This launch is part of a wider investment to reach new audiences for Young’s, following on from our Masters of Fish launch, and is a great demonstration of the momentum we are driving in the industry,” Manley said.
Photo courtesy of Young’s Seafood
