Young’s Seafood goes big on flavour to rejuvenate breaded fish
Young’s, Britain’s leading seafood brand, is expanding its core range with the launch of two flavour-packed breaded frozen fish products, as it looks to reinvigorate and drive growth in the breaded fish category.
The breaded fish category has been in decline over the past year, with value down 11.6% and volume down 10.7% (source: Nielsen, 22nd February 2025). The breaded fish category is characterised by an elderly shopper profile, and has recently lacked excitement with minimal innovation, restricting choice and prompting some shoppers to leave the category.
With these two new products – Young’s Breaded Fish with Flavour – Garlic and Herb and Young’s Breaded Fish with Flavour – Paprika & Pepper – Young’s saw an opportunity to appeal to a younger generation of shoppers and drive new growth in the category, fusing on-trend seasonings and high-quality fish fillets for a modern take on breaded fish.
As consumer interest in traditional breaded fish declines, Young’s has drawn on successful trends from battered fish, where larger portions and bold flavours have driven growth.
The Chip Shop brand, home to a range of products coated in the brand’s signature bubbly batter, has surpassed £51 million in sales (Nielsen, 22nd February 2025), while the Gastro Taste of Asia and Taste of India ranges have attracted 53,000 new households into the category since their launch in 2024 (Kantar Frozen Fish, 52 weeks, 29th September 2024), with adventurous flavours like Korean Chilli, Lime & Ginger, and Indian Masala. Now, Young’s is bringing the same winning formula to breaded fish, making it more exciting and appealing to a new generation of shoppers.
Designed for effortless midweek meals, the new fillets offer a convenient and versatile dinner option. Coming in two crowd-pleasing flavours they can be paired easily with a range of sides, for example with potatoes and vegetables for a hearty dinner, or a fresh salad for a lighter meal.
Young’s Breaded Fish With Flavour – Extra Large Paprika & Pepper Breaded Fish Fillets (2x fillets, 300g, RRP £4.00), and Young’s Breaded Fish with Flavour Extra Large Garlic & Herb Breaded Fish Fillets (2x fillets, 300g, RRP £4.00) are launching in Iceland, Asda, and Morrisons during April, with more listings to come. It will be supported by digital marketing, PR, and an activation plan to drive trial.
Matthew Wilson, interim marketing controller at Young’s, said: “Breaded fish has long been a staple in the seafood aisle, but it’s been missing the excitement of bolder flavours. We’ve seen great success innovating in battered fish, so we wanted to bring that same perspective to the breaded category. These flavours did exceptionally well in consumer testing, and we’re confident they’ll bring fresh energy to the category while helping retailers attract new shoppers.
“With these exciting new products, Young’s is reaffirming its commitment to innovation and quality, making fish more accessible and appealing to all ages while ensuring midweek mealtimes remain deliciously satisfying.”
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