Seafood giant Young's is bringing innovation to the frozen fish sector by introducing the UK's first branded product using the Vietnamese farmed fish basa.
The launch of basa - which is farmed in the Mekong Delta - comes as shoppers are encouraged to try less familiar species and take the pressure off wild stocks. It also forms part of Young's plans to improve the appeal of frozen foods with premium qualities.
The product, part of Young's lime & ginger fish goujons range, already has listings with Sainsbury's and Asda priced at £2.99 for a 235g pack.
Young's says basa - also known as Vietnamese catfish - will be available at Somerfield next month and perhaps others later this year.
A spokeswoman for the seafood company said this week that the white fish, which will come in fillet form and be coated in breadcrumbs infused with lime and ginger, is similar in taste and texture to lemon sole.
"It's a major new species for the UK market and - being farmed - is an excellent sustainable alternative to wild-caught fish," she said.
Marketing director James Turton said: "Given the rapid acceptance of this fish in many European countries, basa has the potential to become a staple species in the UK market."
The company aims to launch other basa products in the next two months, but a spokeswoman said: "We're not saying what these are at this stage."
She added: "UK customers are not that conservative. They'll try all sorts of new dishes in restaurants so there's no reason why they won't do this when it comes to buying products from shops."
Young's latest advertising campaign is now up and running. It includes its new television commercial, which communicates the message that Young's brings 60 species of fish to the UK from 30 different countries.
The spokeswoman said the next portfolio addition would be MSC-accredited scallops, the first of their kind in the UK marketplace.
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