youngs hooked seafood

Young’s Seafood is preparing to unveil a major new frozen fish brand developed exclusively for Iceland’s Food Warehouse stores.

Hooked Seafood Kitchen products will roll out into stores over the coming weeks. The range aims to inspire shoppers to eat fish more often, targeting different meal occasions such as breakfast, brunch, lunch, evening meals and light suppers, Young’s said.

The initial line-up consists of 11 SKUs ranging from coated and smoked fish dishes, including a salmon roast with an Asian-style crust (rsp: £8/460g), and smoked haddock parcels (rsp: £10/360g), to more unconventional fare including smoked salmon mousse blini macarons (rsp: £3.85/72g) and three separate smoked salmon, scrambled egg and muffin ­variants (rsp: £2).

Young’s said the range was designed to appeal to younger audiences, and was inspired by shopper desire for healthy and good-quality fish dishes.

“The best way to inspire people to love fish is to excite them with innovative ideas,” said marketing director Yvonne Adam.

The launch will be supported by a multichannel digital and consumer PR campaign.

The Food Warehouse format launched in 2014 in a bid to offer a wider range of frozen food, including more exotic products such as kangaroo steaks, and premium foods like whole salmon.

The launch of the Hooked brand follows success by Young’s with its retailer exclusive brand Funky Fish Kitchen, which launched into Asda in 2013.