Grimsby, United Kingdom-based Young’s Seafood continues to expand into the frozen fish category with new additions to its Simply portfolio, a chef-inspired range created to attract younger consumers to the freezer aisle.
On 17 September, the company launched Simply Steam, a low-fat, high-protein meal line capable of going from freezer to plate “in minutes,” according to Young’s. Featuring either Salmon Fillet and Sweet Chilli or Haddock Fillet and Parsley, the Simply Steam meals target young, health-conscious consumers looking to enjoy “a complete fish meal that’s under 300 calories,” the company said. Additionally, the meals contain no artificial ingredients and display a green traffic light from Foodwatch and the British Food Standards Agency, signifying that the products have low levels of fat, saturated fat, sugar, and salt.
“This taps into a number of growing trends; higher protein meals, healthier meals and consumers’ desire to eat more fish. We’ve looked at the common barriers in frozen meals, such as concerns over quality, taste and visibility in packaging, and with Simply Steam consumers see exactly what they get; an easy way to balance taste and health that perfectly steam cooks in minutes,” Young’s Seafood Marketing Director Yvonne Adam said in a press release.
Each Simply Steam meal also includes a fully transparent “Perfect Steam Tray,” allowing for the vacuum-sealed contents of each meal to be observable by shoppers. Intended for one person, the meals contain “one fish fillet, a delicious sauce, a portion of rice or potatoes and a variety of seasoned vegetables,” Young’s said.
Simply Steam was introduced in Tesco stores at a price of EUR 3.00 (USD 3.41) and, in some cases, EUR 2.50 (USD 2.84) as part of a special introductory promotion in late September.
Aimed at the same consumer segment, Young’s recently rolled out the next phase of its Simply range in late October: Simply Bake, a chef-inspired, hand-wrapped, healthy fish dish.
Launched first in Sainsbury’s stores, the Simply Bake line includes Cod Fillet with Sundried Tomatoes and Garlic Butter, served with Mediterranean vegetables; and Basa Fillet with Miso Dressing, served with peppers, pak choi, soy beans, and spring onions. Both entries into the line feature fish dishes hand-wrapped in paper, or ‘En Papilotte,’ which is “one of the easiest and best ways to cook fish and lock in flavor,” Young’s said.
“We are continuing to use our new ‘Simply’ platform to revolutionize the freezer aisles with innovative, convenient products of the highest quality,” Adam said. “Simply Bake taps into the health mega-trend, as more consumers ask for meals that are high in protein, low in calories, and taste delicious.”
As with Simply Steam, Simply Bake is suitable as a meal for one person, but can also be enjoyed as a side dish, according to Young’s. Consumers bake the meal in the oven, unwrap, then enjoy the high-protein, low-calorie product, the company explained. The range is currently available for MRSP EUR 3.50 (USD 3.99) in Sainsbury’s stores across the United Kingdom.
2018 has been a year of product launches for Young’s. In May, the company introduced three new premium products, including its first foray into using Argentinian red shrimp – Gastro Jumbo Beer Battered Argentinian Red Shrimp. Young’s Lightly Battered Chunky Cod Fillets and Young’s Lightly Breaded Chunky Cod Fillets were also a part of the premium launch.
But this year hasn’t been solely about new products for the U.K. company. Young’s was put up for sale by its private equity owners Lion Capital, Bain Capital, and HPS Investment Partners in April, and has attracted the interest of several suitors over the ensuing months. As of August, the lineup of bidders for the company included former private equity owner CapVest, Japan’s Mitsubishi Corporation, and UK Fisheries.
No further official announcements surrounding the possible acquisition have been made at the time of publication.
Photo courtesy of Young's
