Young’s is hoping to grow the frozen fish category with a new range of microwaveable products.
The It’s in the Bag range comprises salmon pasta and seafood paella and targets consumers who want a quick and easy dish.
The salmon pasta contains Atlantic salmon, garden peas and penne pasta and comes in a creamy cheese sauce, while the paella contains prawns, Alaskan pollock and chorizo. Both products, which have been steamed to seal in flavour and nutrients, are ready to eat after seven minutes in the microwave. The products are available now in 340g packs (rsp £2).
The new range would encourage more consumers to buy into the frozen fish category, said marketing director Yvonne Adam. “The classic new recipes will make it easier and more appealing for people to eat fish twice a week, which is the recommended dietary intake.”