Young’s Seafood has expanded its premium Gastro range with the launch of a Dine Out At Home extra large battered fish fillets line.
The NPD is designed to replicate gastro pub fish and chips, with new super-sized battered fillets.
They are available in both cod and haddock packs (rsp: £5.50/450g) each containing two 225g crispy battered fillets, and will be launched in Tesco and Sainsbury’s this month following a launch in Asda in August.
The products are designed to give shoppers an affordable restaurant-style product they can enjoy at home as the cost of living crisis forces consumers to eat in more regularly.
The launch tapped into an increasing number of shoppers looking for products “that are extra special” and those looking to ”create a restaurant-quality dining occasion in their own homes”, said Paul Craft, chief commercial officer for Young’s owner, Sofina Europe.
“As the cost of living crisis continues, we are going to see the dine out at home shopper mission becoming even more prominent, as consumers seek out affordable, everyday treats at a time when many are having to cut back on dining out.”
Young’s said its Gastro range had grown sales to £72.5m in the 52 weeks to 7 August (when compared with the year to August 2019), representing a jump of 17%, or the equivalent of 916,000 new shoppers.
“Our Gastro brand has already brought restaurant-quality seafood to the kitchen tables of Britain, and we wanted to expand the range to help consumers find even more delicious options for both mid-week meals and weekend occasions,” added Craft.
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