Leading battered fish brand Young's Chip Shop recorded its highest-ever sales growth over the four-week Easter trading period this year.

Some 2.5 million packs were sold during the period. Young's has put the rise down to a repositioning of the products towards the healthy end of the market, a strategy backed by a £5m campaign.

Chip Shop currently holds a 41% share of the £122m battered fish category [Nielsen]. "These results are testimony to the additional health appeal of the new product and also the continued excellent growth in frozen overall," said marketing communications controller Helen Taylor.