Jamie Oliver has expanded his commercial empire into the frozen fish category with the launch of a 12-strong portfolio co-branded with Young’s.
The celebrity chef – whose partnership with Sainsbury’s will end after Christmas – already has a branded presence in chilled meat, dairy, and ambient grocery. But the Jamie Oliver By Young’s range will mark his debut in frozen and in seafood.
The range is focused on convenient favourites, such as fish cakes, using sustainable fish.
“My fish with Young’s is frozen within a matter of hours of being caught, locking in all that fantastic flavour, no mucking about and, as usual, I’ve been all over the recipes, making sure we’re using chunks of fish and not minced fish.”
The range includes eight fishcake variants, three fish pies and fish fingers. It uses salmon, pollock and whiting.
The range will be available from September across the six major mults and Ocado.
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