Young’s has expanded its restaurant-inspired Gastro range with the launch of Young’s Gastro Luxury Fish Pie.
The fish pie (rsp: £4.75/370g) was designed to attract more shoppers into frozen seafood by offering a ”richer, more indulgent meal occasion”.
The single-serve dish contains Atlantic salmon, pollock, smoked pollock and king prawns in a mature cheddar and white wine sauce, topped with mashed potato, and a cheddar and chive breadcrumb.
It is available in Morrisons, Sainsbury’s and Tesco, and will roll out into Iceland and Asda this month.
“As consumers look for more elevated yet convenient meals, this dish offers a premium seafood experience that feels like a real treat, without the cost of dining out,” said Kevin Sinfield, marketing controller at Sofina Foods Europe.
Young’s said the launch also supported the category in helping shoppers expand their seafood repertoire beyond traditional fish & chip dishes, which Sinfield said was “important for the future growth of the category”.
“Seafood shoppers are of exceptional value to retailers, spending around £1,000 more per year in grocery than non‑seafood shoppers,” added Sinfield. “They’re also more likely to trade up, adding complementary items like wine or desserts, and build bigger baskets overall.”
He added: “Ten per cent of Young’s Gastro purchases include wine, showing how premium seafood lifts the whole occasion and can create a more elevated at-home experience.”
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