Aquaculture for all

Good Growth for Youngs Chilled Brand

Sustainability Marketing Economics +4 more

Youngs Seafood Limited is celebrating 21 per cent growth of the Youngs brand in the chilled category during the last year and is announcing plans to expand the chilled range, with new innovation, in 2015.

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The current value of the Young’s Seafood brand in chilled is £50 million, including over 40 different fish dishes ranging from coated fish to natural fillets, surimi to shellfish, from speciality fish to smoked salmon and the exciting Funky Fish Kitchen range.

Young’s four Breaded Fish Fillets 600g, made with Alaska Pollock, is now the number one chilled coated fish line, and is listed in multiple retailers, achieving a 17 per cent share of the overall chilled breaded fish category.

Young’s Seafood’s brand growth in chilled is being driven by the success of the brand’s coated fish and its Funky Fish Kitchen range, which provides fish with a twist. Young’s three chilled Breaded Fish Fillet lines (300g, 460g, 600g), are proving to be so popular that they now have a value of £24million, and Funky Fish continues to grow with a value of £8million.

Commenting on the growth of the Young’s Seafood brand in chilled, Pete Ward, Deputy Chief Executive of Young’s Seafood Limited, said: “People choose Young’s seafood for our great tasting fish dishes, innovation and for our seafood and sustainability expertise - it’s fish you’ll love from the people who love fish. A few years ago, some people in the industry believed that chilled fish brands were on the way out, but we’ve found that branded propositions can play an important, complimentary role, alongside retailer branded products in chilled and frozen fish. It’s about providing inspiring fish dishes, that are right for every occasion, and making the best fish delicious. There is significant scope for growth for the Young’s brand in chilled, and we have a pipeline of exciting new innovation for 2015.”

Marina Richardson, Marketing Controller, at Young’s Seafood Limited, said: “Brands like Young’s in chilled will see further growth as we continue to develop products that fit with current and future trends and flavours, bring innovation to the category whilst always offering great value. Many of our shoppers have been brought up with Young’s seafood, while others have been attracted by our new innovation. They all trust our quality and expertise to make delicious seafood products that never disappoint. There is so much opportunity to innovate, draw in new shoppers and drive incremental growth in the category, complimenting retailer branded lines.”

Young’s Seafood Limited has seen strong growth in its branded surimi category, following work to develop the best tasting stick and moving from using Threadfin Bream to Alaska Pollock caught in Marine Stewardship Council certified fisheries. The Young’s Seafood chilled range includes a wide range of products, from organic salmon fillets to rollmops and from smoked salmon to smoked cod fillets.

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