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Young's & Ocado Launch Fish Fight-Inspired Coley

by 5m Editor
8 August 2011, at 1:00am

UK - With the return of Hugh Fearnley-Whittingstall's Fish Fight on Channel four tonight, Young's has responded to Hughs campaign on discards, and call for consumers to try a wider variety of fish species, by working in partnership with online supermarket Ocado to exclusively launch Young's frozen coley.

Consumers motivated by the Fish Fight campaign to try and buy coley will now able to do so with just a few clicks of a mouse.

In line with Young's Fish for Life programme on responsible fish procurement, Young's four Coley Fillets (450g) are sourced from the cold waters of the North East Atlantic.

Having supplied coley previously, Young's has drawn on its 200 years of fish expertise and worked carefully to ensure this fish is sourced responsibly. The coley fillets are ready to cook from frozen, in just five minutes, and are perfect to use in a fish pie or baked in foil with garlic and herbs.

Natasha Gladman, Marketing Director at Young's Seafood Limited, said: "The coley launch, in partnership with innovative online retailer Ocado, marks an important step in our work to encourage people to try different fish species."

"Our research shows that consumers want a wider variety of ways to enjoy responsibly sourced fish. But right now people in the UK currently only eat fish 1.4 times a week, which is still well below the two times a week level recommended by the Government, and we're working to encourage everyone to be more adventurous and try something new. We hope that consumers who have been inspired by the Fish Fight campaign will be inspired to go online at Ocado and try Young's Coley Fillets."

Lawrence Hene, Head of Grocery Retail at Ocado, said: "We're really pleased to be introducing this exclusive new product with Young's. The launch shows, we remain focussed on broadening our range for customers and offering a more sustainable supermarket experience."

5m Editor