Young’s Seafood has expanded its chilled fish offering with a first move into the category “in many years” for its Chip Shop range and the launch of three added-value sea bass lines.
The supplier, which was snapped up by meat giant Karro in July, will launch two-pack Chip Shop beer battered haddock and cod fillets in Asda on 16 September, followed by Sainsbury’s from late September (rsp: £2.25/220g each).
Young’s is also introducing its first chilled wholetail scampi line into Asda on 16 September under its core branding (rsp: £3/200g), and is looking to “debunk the myth sea bass is an expensive fish”, with the trio of new sea bass lines.
It will launch two sea bass fillets with lemon & pepper butter (200g), two fillets with sundried tomato and garlic butter (200g) and two fillets with a sweet chilli & ginger melt (205g) into Asda on the same date (rsp: £3.50 each).
The chilled NPD go on sale in a category dominated by retailer own label. However, branded chilled seafood sales grew 9% to just over £100m last year against a growth of just 2% across the total fish market [Kantar 52 w/e 11 August 2019].
“There is a real opportunity for the brand in chilled seafood, with battered fish penetration at just 5% compared to over 40% in frozen,” said Young’s marketing director Yvonne Adam.
“We also see sea bass as one of seafood’s success stories over the past few years, but there are still over nine million UK households who are cooking with fish but are not currently enjoying this delicious species.”