Young’s Crispy Prawns - Asian Style Soy & Ginger

youngs crispy prawns

Who: Young’s

What: Crispy Prawns - Asian Style Soy & Ginger

Where: Frozen coated fish

How much: £2.50/200g

Why: Frozen fish outperformed the rest of the frozen category last year as value sales nudged up £5.7m to £649.4m [Nielsen 52 w/e 8 October 2016]. However, Young’s core portfolio did not reflect fish’s success, plunging 17.8% - a loss of £11.1m - as shoppers traded up. This product was one of a number launched by the brand in 2016 in an effort to attract consumers back to mainstream seafish options.

Consumer verdict: The pack and familiar branding were deemed “noticeable” and “bright” by our shoppers, while the prospect of a spicy crumb coating prompted a high level of interest before tasting. Consumers found the prawns tender and succulent, with a fresh taste. Some commented on the “excellent mix of flavours”, but others were disappointed with the amount of crumb. Almost three-quarters of respondents would probably or definitely buy the product after tasting, with two-thirds calling it ideal for entertaining.

Pre-trial purchase: 64%

Post-trial purchase: 73%

Better than what’s out there: 73%

New and different: 87%

Overall score: 46/50

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