Young’s Seafood’s Gastro sub-brand has grown by over 50% in the past year, and is now worth over £44m.
The restaurant inspired dishes have attracted £20m incremental value to frozen fish, breathing new life into categories that have seen some shoppers leave, such as battered fish.
Now Young’s is launching new dishes to attract even more shoppers to frozen fish, with two new Limited Edition Gastro Coated fish options. Providing more variety and delicious ‘mainstream with a Gastro twist’ flavours, the new dishes are available in Asda from 27 February onwards.
The new dishes are Gastro 2 Smoky Paprika Tempura Battered Basa Fillets and Gastro 2 Lightly Dusted Sea Salt & Balsamic Vinegar Cod Fillets.
Young’s says that the new coated options are perfect for ‘date night’, the theme of the company’s multichannel advertising campaign.
“Everything we do is about making the best fish simple and delicious, supporting our mission of encouraging people to eat more fish,” said Yvonne Adam, marketing director at Young’s Seafood Limited. “Gastro has been a huge success, attracting more shoppers to try frozen fish and we’re now looking to encourage even more people to try seafood with our new innovation. We have more exciting innovation set to launch this spring, so keep an eye out in store.”
The company has also launched Young’s Crispy Prawns, which have been created to be perfect for dipping and sharing at parties and at home.
