Young’s has expanded its premium Gastro range with Gastro Basa in Garlic & Herb Sauce (rsp: £5.50/400g).
The line has been pitched as an “easy-to-cook meal solution” designed to bring restaurant-quality fish to the midweek dinner table.
It launched into Sainsbury’s on 19 October, and the brand said it was perfect served with roasted vegetables or rice.
With 57% of shoppers saying they would eat more fish if it were easier to prepare and cook, according to a 3Gem survey of 1,000 people in May, Young’s said the SKU would help shoppers expand their repertoires “beyond fish and chips”.
The brand added that the launch would help consumers incorporate fish into a wider range of meal occasions beyond fish and chips.
“We know many shoppers want to eat more fish, but they’re often looking for easier ways to make it part of their weekly meal routine,” said Kevin Sinfield, seafood marketing director at Sofina Foods Europe. “Gastro Basa in Sauce combines quality seafood with rich, comforting flavours, offering a convenient meal option that doesn’t compromise on taste, and has been developed to remove some of the barriers associated with cooking seafood.”
It is the latest launch under the Sofina-owned brand’s Gastro range, which Young’s said is now worth £69.5m.
Sinfield added: “With more people seeking high-quality meals at home, the range delivers an elevated dining experience without the time or effort required to cook from scratch.”
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