Young's Bluecrest aims to do for chilled fish what it's done for frozen with a new product drive under the Harry Ramsden banner. Two new products about to hit the chiller cabinet are the dual branded Young's Harry Ramsden's Cod Fillets and Haddock Fillets (rsp: £2.29). Young's has a licensing arrangement to produce Harry Ramsden products for retail. Mark Ventress, business development controller at Young's Bluecrest, said the idea was to exploit Young's expertise in fish, harness high consumer awareness of Harry Ramsden as a fish and chip restaurant brand and, ultimately, bring brand strength to a category dominated by own label. He added: "We've made a lot of noise about the Young's brand [Young's has committed £5m to revamping the fish category] and it's top of mind with consumers now. "But Young's doesn't stand for just one temperature regime, and we feel we can give a lot of momentum to the chilled side too. There are a whole raft of innovations to come in chilled." {{MARKETING - P&P }}

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