Young’s has expanded its Chip Shop range with the launch of Chip Shop Jumbo Fish Fingers.
Marketed as a “more substantial, adult-focused twist on a household favourite,” the NPD features four Alaska pollock fish fingers coated in the brand’s signature “crispy, bubbly Chip Shop batter” (rsp: £3.95/4x80g).
The launch also builds on the success of Young’s Jumbo Fish Special, which has generated sales worth more than £3m since launching last year [NIQ June 2026] and attracted nearly 40,000 new shoppers into the frozen fish segment [Numerator 12 w/e May 2026].
In appealing to adult consumers, Young’s said the launch aimed to re-engage shoppers with fish fingers and responded to growing demand for “more satisfying, indulgent seafood options”.
“Fish fingers are one of the nation’s most loved comfort foods, but they’ve largely been left in the kids’ tea category for too long,” said Young’s marketing director Kevin Sinfield.
“We saw a real opportunity to reimagine them as something more indulgent, as a proper, grown-up fish finger that still delivers that nostalgic chip shop feel.”
With the average price for fish & chips having risen by 79% in the past seven years [ONS CPI Index 2025], the NPD comes as more shoppers have sought quality ‘fakeaway’ alternatives.
Young’s is positioning the range as an affordable step up from the everyday, saying its Jumbo Fish Fingers offered “an affordable and convenient way to recreate the chippy tea experience at home and unlock new consumption occasions”.
“Whether it’s creating the ultimate fish finger sandwich or cooking up an easy weeknight treat, this product is about giving shoppers a bigger, more satisfying way to enjoy a classic, and a reason to fall back in love with fish fingers again,” Sinfield added.
The fish fingers are available in Asda now and will roll out into additional retailers from September.
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