Youngs chip shop scampi

Source: Young’s Seafood 

Young’s said the NPD came at a time of soaring demand for scampi

Young’s Seafood has expanded its Chip Shop brand with the introduction of a scampi variant coated in the range’s signature bubbly batter.

The supplier said the frozen NPD, which went on sale in Asda this week (rsp: £3.75/400g), gave shoppers the opportunity to enjoy a “chippy tea experience from the comfort of their own home”.

The launch comes during a month-long celebration for the 75th anniversary of Young’s contribution to the invention of scampi, which includes a wider ‘Masters of Scampi’ marketing campaign.

It follows the introduction of what rival supplier Whitby Seafoods called a “category first” battered scampi line in March, and comes as more than a million shoppers added scampi to their shopping basket over the past year [Kantar 52 w/e 18 April]. Young’s said the product’s success was explained by its taste and “ability to suit a range of meal occasions, which appeals to a wide audience”.

“Young’s Scampi has seen sales top £37 million [IRI 52 w/e 21 February] across its full branded range for the first time ever this year, including Gastro Wholetail and Jumbo Wholetail, Young’s Scampi and Popcorn Scampi Bites, and now we’ve added Chip Shop to the mix too,” said Young’s marketing manager Keely Wade.

“Investment into NPD at Young’s is a key priority for us as we continue to drive the market across chilled and frozen, and this latest launch is another great demonstration of our industry-leading innovation.”