The UK’s Young’s Seafood has secured a deal in the US that will see its products sold at more than 14,000 distribution points through retailers such as Walmart, Sam’s Club and Ahold Delhaize.
Grimsby-based Young’s – owned by investment groups Lion Capital, Bain Capital, and HPS Investment Partners – will see seven of its SKUs hitting US supermarket shelves. It said the move will kick-start its plans to expand internationally.
The development follows Young’s signing a deal with American seafood distributor The Fishin’ Company in September. Young’s said today (10 January) its deal with US retailers had been secured through that relationship.
Young’s – which was founded in 1805 – said the expansion is the first milestone in its plans to build on its existing market leading position in the UK to access other international markets including Europe and China.
Sales director Frank Green said: “Young’s Seafood is number one in the UK and as a category brand leader we want to grow our distribution network into other markets.
“We did extensive research and the US seemed an obvious place to start, as it has a strong frozen food category. We know that British provenance is a key selling point in the US, so we are confident that the brand will be well received by US consumers based on the initial retailer feedback.”
Newly designed packaging, featuring Young’s British heritage, will be rolled out across the products to be sold in the US.
Those products include Young’s Wild Caught Cod Fillets in Beer Batter, Wild Caught Haddock Fillets in Beer Batter, Crispy Battered Cod and Chips, and Wild Caught Chunky Cod Fillet Fingers in Light Tempura Batter.
