U.K. seafood brand Young’s is adding to its Gastro range of products, capitalizing on the nation’s growing acceptance of and preference for basa, also referred to as pangasius.
According to Sofina Foods Europe Seafood Marketing Director Kevin Sinfield, Young's was the first major brand to introduce basa to U.K. consumers back in 2008, and now, the fish has become the seventh most consumed species in the country.
“[This shows] that consumers are willing to embrace new species when they are offered in accessible and familiar formats,” he told SeafoodSource.
Young’s Gastro range, now worth GBP 69.5 million (USD 93.5 million, EUR 83.3 million), has prominently featured basa for many years.
“We only source the best quality fish, and basa is an excellent carrier of flavor, highlighting how consumers can be encouraged to try different species when they are presented in trusted, high-quality products,” Sinfield said.
Young’s has added to its successful range of products by recently rolling out Gastro Basa in Garlic & Herb Sauce, which is available in Sainsbury’s stores across the U.K.
The entree is an “easy-to-cook, delicious meal solution designed to bring restaurant-quality fish to the midweek dinner table,” Young’s said in a release.
The new product, as well as the Gastro range as a whole, attempt to address a common problem. Per Young’s, research shows strong consumer appetite for fish, but many shoppers lack the confidence or inspiration to cook it regularly. While 78 percent of consumers said they would like to eat more fish, 57 percent said they would do so if it were easier to prepare and cook, according to the company.
“Looking ahead, helping people to discover and enjoy a broader range of species will be increasingly important in supporting healthier diets, category growth, and long-term supply resilience,” Sinfield said.
The expansion of Young’s Gastro range comes after the brand also expanded its Chip Shop range with the launch of Jumbo Fish Fingers in July.
“By moving beyond the traditional children’s tea occasion, Young’s is creating new opportunities for shoppers to enjoy fish fingers as a satisfying meal option in their own right,” the company said at the time.
