UK brand Young’s Seafood Limited has announced Young’s USA will undergo increased distribution, new products and extensions to its existing lines.
The announcement comes six months after Young’s entered the US market in partnership with The Fishin’ Company by securing national distribution at Walmart, Sam’s Club, and several grocery chains operated by Ahold Delhaize.
Bill Showalter, CEO of Young’s, said: “Driving exports is a key pillar of our strategic growth plan and the continued success in the US market demonstrates the strength and popularity of our brand. The expansion in North America highlights the significant scope we have to grow sales outside of the UK, where Young’s Seafood is the number one fish and seafood brand.”
Safeway partnership
Seven of Young’s products were featured in more than 13,000 distribution points. This will be expanded upon by increasing Young’s US distribution through partnership with the Albertsons Safeway group into Safeway Northern California and Jewel-Osco. The deal will add an additional 1,300 points of distribution for Young’s fish in some of the major food markets in the US.
The US packaging highlights that Young’s is ‘Made in Britain’ and features Young’s British heritage. Mr Showalter added that British provenance is a key selling point in the US and the company believed the brand could potentially replicate its US success in Europe, China and other export markets.
