Young’s Seafood is launching gluten-free fish fingers in the UK in a move the company said aims to attract new shoppers to the segment and take gluten-free products to mainstream consumers.
The company is rolling out gluten-free cod fish fingers and gluten-free omega 3 fish fingers, both with an RRP of GBP2.50 (US$3.53).
Announcing the news, Young’s said it wants to “inspire new shoppers” to try fish fingers, which, according to Kantar data, already have a 53.3% household penetration rate.
With around one in six UK consumers now actively avoiding wheat and gluten, according to Mintel research, the country’s free-from sector is buoyant and is valued at GBP500m.
Young’s CEO Pete Ward said: “With more and more consumers turning to gluten-free products, Young’s Seafood is responding to this trend, providing more options and new innovation. This is a great example of the innovative new product development and brand development we have in the pipeline, working to attract new shoppers to our brand.”
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The line will be available in Asda stores from 27 February before rolling out to other stores in March.
