Steve Baker is the new sales director at seafood specialist Young's Seafood. In a new role, Baker will head a 12-strong commercial team and continue Young's drive to expand the frozen fish market.

Sales of Young's frozen branded fish were up 21.4% to £185m according to Britain's 100 Biggest Brands, the new report published by The Grocer and Nielsen reveals this week. However, sales of chilled fish fell 7% to £76m and Young's Scottish Island Scampi, the fifth-most popular brand in frozen fish, fell 10.5% to £18m.

Young's said the market for frozen fish had grown 3% year-on-year, with growth of Young's branded products at 13%.

"The economic climate has upped the pace of change in retail and challenging demands are being placed at suppliers' doors," Baker said. "However that same climate is also a great opportunity for the frozen sector. It's a great time for seafood - couple the inherent consumer attraction of the health benefits of fish with Young's superb brand credentials and the future looks exciting," he added.

Young's this week launched a new range, Naturally Delicious Fish, that Baker claimed would be a "revolution" for the traditional breaded sector.

The company also said in January that it would start sourcing North Sea cod again after a two-year self-imposed ban, as stocks had improved. Prior to his new role, Baker was account director at Young's for two years. He has worked in the food industry for more than 25 years, including as MD of ready meals company RVP Foods.