Fishcakes in Young’s Jamie Oliver range of frozen fish have beaten the chef’s fish fingers into second place in the first month since the range was lunched.
2.6 million fishcakes – one every second – were sold in the first month.
The sustainable fishcakes are made with Young’s salmon, pollock and whiting, and are frozen within hours of being caught, which locks the flavour and natural nutrients into the chunks of fillet.
Jamie Oliver says, “I’m thrilled that we’ve won over thousands of families and won over all these new frozen fish fans. I know that parents have struggled in the past to make fish a part of their children’s diets so I wanted to create a range with Young’s that was not only tasty and affordable, but also easy to cook for busy families. It’s so important to introduce our kids to fish at a young age so I couldn’t be happier with the incredible response to my ‘little meals’ for kids.”
Jamie Oliver launched his own frozen fish range in September to encourage Brits to eat more fish and to champion high-quality, sustainable alternatives to species like cod and haddock.
