Young’s Seafood saw sales of its Gastro range soar last year by 50 percent, amassing EUR 25.4 million (USD 27.5 million) in incremental spend for the company’s frozen fish category.
Thanks to last year’s surge, the Gastro range is currently worth EUR 56 million (USD 60.9 million), reported The Grocer. According to Young’s, the Gastro line has been “breathing new life” into the frozen fish categories that consumers had been previously casting aside, including battered fish.
Young’s Chief Executive Pete Ward remarked that Gastro’s success has been inspiring more shoppers to try frozen fish, and the launch of new products in the line could serve to heighten this effect. The company is fixing to release two Limited Edition Gastro Coated fish options – Paprika Tempura Battered Basa Fillets and Lightly Dusted Sea Salt & Balsamic Vinegar Cod Fillets. What’s more, Young’s Crispy prawns have been developed by the company to further entice the market.
“Everything we do is about making the best fish simple and delicious, supporting our mission of encouraging people to eat more fish. Gastro has been a huge success, attracting more shoppers to try frozen fish and we’re now looking to encourage even more people to try seafood with our new innovation. We have more exciting innovation set to launch this Spring, so keep an eye out in store,” said Yvonne Adam, Marketing Director at Young’s Seafood Limited.
