Asda is launching a rival to Tesco’s Fish-in-a-Flash convenience seafood brand - a new 11-strong range called The Funky Fish Kitchen, produced by Young’s.
The exclusive-to-Asda range is Young’s-branded and features ready-to-eat and ready-to-cook seafood. It includes three lunch pots, available in Mediterranean, seafood mojito, and tuna with sour cream & chive, and two ready-to-eat salmon products targeted at growing lunchtime consumption of fish through use in sandwiches and jacket potatoes.
Ready-to-cook products include salmon fillets with spring onions, chilli and wasabi butter, and two melt-in-the-middle fishcakes.
The Funky Fish Kitchen would bring a new sense of fun to fish and seafood, said Young’s marketing controller Marina Richardson. “We want these innovative fish-with-a-twist products to be meal occasion inspirations.”
The launch would encourage consumers to meet government guidance of eating fish twice a week, she added.
Funky Fish Kitchen follows similar ready-to-cook and ready-to-eat seafood launches in recent years, such as Seachill’s The Saucy Fish Co, Morpol’s Harbour Salmon Co and The Big Prawn Co.