Young’s Seafood has launched a range of frozen breaded fish fillets under the Naturally Delicious Fish brand in the UK.
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The four products in the range are made from loins or fillets of responsibly sourced pink salmon, basa or hake, the company said. They are coated in modern crumb recipes made from ‘storecupboard’ ingredients such as fresh breadcrumbs, sunflower seeds, cracked black pepper and sea salt, Young’s added.
All the products are low in fat and can be cooked straight from frozen. The launch is being supported with an in-store promotional campaign and PR, with new TV advertising to follow later in the year, featuring former rugby player and TV personality Matt Dawson.
The company said the launch would reinvigorate the breaded fish category which has been relatively flat over the past three years at around GBP105m. However, the frozen fish market overall is growing at around 6% a year, and Young’s believes this is attainable for the breaded category too with the right approach.
“Breaded fish fillets have been around for years and the category is now overdue for some innovation to re-engage consumers,” said Young’s marketing controller Charlotte Broughton. “We think these products are the answer. They optimise all the inherent positives of fish and bring breaded fillets bang up to date as a healthy and entirely natural option for a delicious quick meal.”
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