Young’s Seafood has launched a microwaveable cook-in-the-bag fish range for the UK market.
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The four-strong range, to be launched next month, can be cooked from frozen either in the oven or microwaved in four minutes.
The launch follows Birds Eye’s oven-cook only Simply Naked & Natural and Simply Bake to Perfection ranges introduced in March.
Like Young’s, the Birds Eye range offers fish fillets with butters in individual bags, however, the Young’s range can be cooked from frozen and in a microwave.
Young’s, which debuted microwaveable fishfingers earlier this month, has targeted first-year sales of GBP6m (US$9.5m) for the range, backed by a GBP2m marketing spend.
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By GlobalDataMarketing controller for Young’s Natural Fish, Peter Elvin, said: “Research tells us that consumers would love to eat more fish but many don’t have the confidence to cook and handle it. They are however looking for inspiring meal ideas that are really quick to prepare, taste great and offer good value, hence this new range.”
The four varieties include; Wild Pink Salmon Fillets with Garlic & Herb Butter, Haddock Fillets with Lemon and Herb Butter, Cod Fillets with Sundried Tomato & Basil Butter and Smoked Haddock Fillets with Wholegrain Mustard Butter. They are all priced at GBP2.99 for a 250g pack.
The marketing campaign will kick off at launch with a programme of in-store and online activity, followed in January by a TV advertising campaign.
