Fish giant Young’s Bluecrest is to launch a logo emulating the 5-a-day drive in fresh produce.
The Two a Week logo, which will initially appear only on new chilled offerings, is designed to drive up fish consumption in line with Food Standards Agency recommendations.
The FSA says that everyone should eat at least two portions of fish a week, including one oily portion. Males can eat four oily portions a week.
Young’s group commercial director Jim Cane said: “The potential for growth is tremendous. People might think they eat two portions a week but it is often only one in-home.”
The chilled fish market is worth £1.1bn, growing 8% [TNS].
>>p62 Young’s NPD