Young’s is to debut four new products under its Gastro fish brand from this weekend.
The processor is adding Lemon and Herb Tempura Wholetail Scampi (rsp: £4.50), Chunky Basa Fillets with a rocket, basil and parmesan, or spicy tomato and chorizo sauce (rsp: £4 each) and a Gastro Meals for One fish pie (rsp: £2.49) to the £30m Gastro brand, which was launched in 2012.
“The success of Young’s Gastro proves it is possible to grow frozen brands in today’s market,” said Young’s CEO Pete Ward, who added brand sales had grown by 50% over the past year. “These delicious new dishes offer variety, increased appeal and yet more opportunities to enjoy Young’s Gastro restaurant-quality fish at home.”
In-store promotions and a TV and multichannel digital advertising push will support the launch, and each pack will carry suggestions for complementary accompaniments and wine.
The new additions drew on inspiration from global culinary trends and gastropub favourites, said Young’s marketing director Yvonne Adam, and would “entice even more new consumers to the frozen aisles”.