Young’s Seafood is hoping to add £10m in incremental sales to its £23m natural fish fillet menu by emphasising on pack its suitability for cooking from the freezer. The revamped range will now carry the strapline ‘cook from frozen’, a message that had previously not been conveyed with enough clarity, said category director Mark Ventress.

“It is being introduced to dispel any negativity related to cooking fish straight from frozen,” he said. “Growth in frozen natural fillets is running at 8% year on year to £88m (Nielsen) and it is one of the fastest-growing frozen fish sectors. Focusing on promoting the ‘cook from frozen’ credentials will give the category a real boost.”

The repositioned range is being rolled into the multiples now, including three new products: salmon fillets with garlic & herb; rainbow trout; and salmon fillets with lemon and pepper.