Young’s Seafood has added a first shrimp line to its premium Gastro sub-brand as part of a range expansion that also includes two new premium cod lines.
Reflecting a surge in demand for shellfish, the supplier will launch a Jumbo Beer Battered Argentinian Red Shrimp into Asda freezers next month (rsp: £4.50/220g).
The launch would capitalise on strong sales for the Gastro brand and a boom in the shellfish sector, Young’s said. More than a quarter of a million additional customers bought into the category compared with the same period last year [Kantar Worldpanel 12 w/e 25 March 2018].
It follows the December expansion of the Young’s Specialty range of shellfish, including prawns, scallops and fruits de mer.
“Our Beer Battered Shrimp brings a new species and eating occasion to our restaurant-quality Gastro range,” said Young’s marketing director Yvonne Adam.
Young’s will also extend its struggling core range, which saw value sales fall by £500k from 2016 to 2017, and volume sales drop 5.2% [Nielsen Top Products 2017]. A pair of Lightly Breaded and Lightly Battered Chunky Cod Fillet products (both rsp: £3/250g) will roll into Asda freezers next month.
The 100% cod fillets are set to go on sale in a two-pack format, targeting smaller households and meeting demand from “foodie” consumers for “premium, chunkier products”.
“We’re excited about how our latest products demonstrate innovation, insight and our seafood expertise,” added Adam. “Our industry-leading segmentation helped us identify a group of shoppers who prefer chunky portions, so we’re meeting that need with a fabulous product that combines 100% natural, chunky fillet with a lighter coating.”
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