Young's is launching the world's first 100%-sustainable wild cod fish fingers as part of a range intended to set the brand apart as the nations's seafood specialist.

The seven-strong frozen and chilled Great Grimsby range, backed by a £5m ad spend, links the heritage of the town where the company is based with provenance of ingredients, offering what it claims is a quality not currently available.

The wild Alaskan cod used in its fish fingers and cod fishcakes is sourced from a fishery in the Pacific, which is MSC-certified. "It has been an 18-month project to get this cod and Young's has it exclusively for the moment for this range," said group commercial director Jim Cane. "It's not about Great Grimsby being our most expensive range; it's about quality. The range of traditional dishes uses the best quality ingredients, right down to locally sourced Lincolnshire potatoes and peas."

Products include Five Fish Pie, Haddock & Chips, Smoked Haddock Fish Cakes and Extra Large Haddock Fillets, priced between £1.69 for the fish fingers to £4.99 for the pie.

The ad campaign runs from January to Easter and features tongue-in-cheek references to Grimsby such as: 'Announcing the sustainable fish finger. Once again Grimsby saves the world!' The push will include TV, outdoor and print and PoS activity.

Cane said the move showed Young's was committed to producing the range in Grimsby rather than abroad in the long term, even though it could mean the company operated less efficiently.

Young's began flagging up its Grimsby connection in its latest ad campaign, which launched last year and refers to the 60 varieties of fish it sources with the strapline 'via Grimsby'.

There had been doubts about whether Grimsby should be flagged up, but research indicated people thought of Grimsby as the "home of fish", added Cane. The £247m brand plans to grow its £80m chilled business to more than £100m next year.