Young’s Seafood has teamed up with Jamie Oliver to launch a range of “sustainable” frozen products.
The “Jamie Oliver by Young’s” range, launched as an alternative to cod and haddock will be made in Grimsby and includes Marine Stewardship Council-certified pollock fish fingers.
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Young’s said the fisheries used to source the products adopt sustainable fishing methods, while minimising their impact on the environment.
“Fish is delicious and good for you but, as most of us know, we need to be careful about over-fishing,” Oliver said.
“What I’ve done with my range by Young’s is focused on delicious, convenient favourites like fish cakes and fish fingers but I’ve made sure that we’re using sustainable fish so the mums and dads can buy a great product with no nasties.”
The range also offers crispy salmon fishcakes with zesty lemon, fresh parsley and a little kick of chilli, as well as crispy pollock fishcakes with cheddar cheese and sweetcorn.
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By GlobalData“It was a natural meeting of minds working with Jamie on his range, and we’re delighted with the results. We’ve really been driven by our shared passion for fish stocks for the future and improving the nation’s diet,” said Young’s Seafood marketing director Natasha Gladman.
The products will be available next month in the UK’s major multiples, plus The Co-operative Group, Waitrose and Ocado.
