Young’s Chip Shop Mackerel has been on shelves from 14 March 2011, thanks to the support of two major supermarkets.
Tesco and Morrison’s will be stocking the product across 650 stores nationwide.
The introduction of Young’s Chip Shop Mackerel was inspired by the Fish Fight programmes shown on Channel 4 in January. The programmes highlighted Hugh Fearnley-Whittingstall’s ‘Mackerel Mission’, to encourage more people to try sustainable mackerel at Fish and Chip shops. The campaign continues and just one and a half months after the Fish Fight aired, this new product has been launched to give consumers provides a way for consumers to enjoy mackerel baps at home.
As Britain's best loved name in fish, Young's has used mackerel many times before and has been seeking ways to increase its profile for some time. Now, inspired by the TV programme, Young's is giving mackerel even more exposure by adding it to Chip Shop: Britain's favourite battered fish brand. By launching this product in supermarkets, an even broader audience will have the opportunity to make their own mackerel baps from scratch.
Young’s Chip Shop Mackerel will bring even more diversity to Chip Shop, which already uses a lot of alternative white fish such as Alaska pollock and basa, as well as offering traditional cod and haddock. As with all Young’s fish, this mackerel is sourced according to the rigorous criteria of Fish for Life, Findus Group’s programme for responsible fish procurement. In addition, the mackerel for Chip Shop – sourced from a longstanding Scottish supplier to Young’s - is certified to the Marine Stewardship Council (MSC) standard.
