Young’s Seafood has said its new Simply Bake range aims to “inspire” a renewed love of fish in a declining market sector and net a following of younger consumers.

Simply Bake, which will be available in the UK from next month, “will bring interest to a fish recipe category that has been declining by 8% year on year”, said Young’s, citing data from Nielsen.

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The new range “reinvigorates” what Young’s said is one of its “heartland categories… providing mid-week meal inspiration and greater variety in frozen fish”.

“Simply Bake recipes incorporate simple, quality ingredients for feel good comfort food and can be oven baked or microwaved,” Young’s said. “Simply Bake is targeted at attracting new younger shoppers and also lapsed shoppers back to frozen fish by drawing on Young’s recipe skills and expertise. The dishes are great with pasta, rice or potatoes and are a great source of protein.”

The new product line features four 380g pack varieties – Broccoli Mornay, Mediterranean, Cheese & Leek and Florentine. The overall concept and recipe variants “were endorsed by consumers and scored highly” in online research conducted for the company, Young’s said.

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Young’s marketing director Yvonne Adam said: “With the launch of Simply Bake, we have used the expertise and experience that has made us the nation’s favourite fish and seafood supplier to breathe new life into one of our heartland categories.”

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In July, Young’s said CEO Pete Ward was stepping down and leaving the company after 38 years of service following a major strategic review of the business. 

Ward said he felt it was time to explore other opportunities outside of Young’s where he can look to promote the UK seafood industry as a whole. He is being replaced by Bill Showalter, CEO of Young’s parent company, Young’s Seafood International Holdings, who will take over both roles on an interim basis until a full-time replacement can be found. 

In April, Ward said the seafood group’s strategic review had identified “a number of new opportunities to explore, for example, foodservice, along with new channels, categories and markets”.