Young's has added five new frozen seafood products to its upmarket speciality range as it continues its £5m bid to help consumers get over their fear of cooking and eating seafood at home. The new lines include Bantry Bay Mussels in Garlic Butter, developed in partnership with Irish company Bantry Bay Seafoods (rsp £2.49); Calamari, squid coated in batter (rsp £1.99); Lemon Sole Goujons, pitched as the adult fish finger (rsp £3.69); two Whole Rainbow Trout (rsp £2.99); and Smoked Scottish Salmon (rsp £3.99). These additions join the speciality range that already includes prawn, scampi and squat lobster products. Speciality marketing manager Hayley Baddiley said: "While people love to eat seafood, declining cooking skills, a natural fear of some kinds of shellfish and the lack of a credible brand have prevented products such as these from becoming part of the regular shopping basket. "Our new range will help overcome these potential barriers and will add strength and incremental growth to the seafood category overall." The products are supported by Young's ongoing consumer campaign on TV, radio and women's titles. {{MARKETING - P&P }}

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