Young's US range1

Young’s Seafood’s plans to expand its reach overseas have been boosted after it secured its first supermarket listings in the US.

Selected SKUs from the seafood giant’s core frozen range went on sale over the weekend in about 4,000 Walmart stores and Walmart-owned Sam’s Clubs, in addition to 800 US outlets owned by Dutch supermarket giant Ahold Delhaize.

The core offering - marketed as the Heritage range in the US - includes beer-battered cod fillets, haddock fillets, Flipper Dippers, and a meal for one battered cod and chips. 

Young’s has also secured listings for tempura-battered cod fish fingers and haddock fillets in crispy batter from its Gastro sub-brand, which has been renamed Signature for the US audience. 

Young's US range2

All products highlight the British provenance of Young’s Seafood, with Union flags prominent on packaging, after research commissioned by the supplier showed an opportunity to capitalise on the American infatuation with the UK, said a spokeswoman.

The Grimsby-based seafood company agreed a deal with US frozen fish importer The Fishin’ Company - which operates in 47 US states - to facilitate bringing its products Stateside.

Young’s launch in the US follows the success of rivals such as The Saucy Fish Co in the US and Canadian markets, and comes a year after it appointed Nick Munday as its new sales director - international, who was tasked with exploiting new overseas markets.

It was also in talks with other US retailers, added the spokeswoman, and had plans to expand its reach in Europe, and further afield in China.