Frozen seafood sales enjoying seven year high as Young's aims to capitalise with shellfish additions

By Grimsby Telegraph | Posted: 16 Nov 2017

THREE new shellfish lines are being launched by Grimsby’s Young’s Seafood as it brings a further boost to the frozen seafood category, currently enjoying a seven year high.

Analysts tracking the sector are seeing a growth of nearly 10 per cent in value and more than five per cent in volume. 

This year has already seen fellow Grimsby firm Seachill enter its The Saucy Fish Co brand into the frozen aisle, first with Sainsbury’s and then recently Tesco, and now the Ross House team is adding products as it seeks to bolster its UK-leading position. 

READ MORE: Seachill's £81m buy-out completes as 'considerable potential to build' is seized upon

Young’s is bringing its 200-year heritage to the fore, having started out in shellfish back in 1805, with Elizabeth Young selling prawns and whitebait in Greenwich. 

Now shoppers in Tesco, Sainsbury’s and Waitrose will be able to choose from a succulent scallop dish and Fruits de Mer products complemented with restaurant-inspired butters, or juicy, sweet jumbo tiger prawns.

It is a response to research undertaken by Young’s early last year that highlighted consumers were lacking inspiration, with two out of three saying they’s like to see “new and exciting products”.

READ MORE: Young's Seafood about to hit the States after forging partnership

Jason Manley, head of frozen brand at Young’s, believes the team has delivered just that.

He said: “We want to inspire more people to love fish, and when consumers told us they lack that inspiration, we’ve used our seafood heritage to develop the best shellfish products that they can be confident in using to make delicious dishes at home.” 

The dishes, to be supported by a multi-channel campaign including television advertising, are: 

  • Young’s King Prawns and Scallops with Lemon and Pink Peppercorn Butter 200g; £5 (manufacturer’s recommended selling price)
  • Young’s Fruits de Mer with Black Garlic and Lemon Butter 250g - £5. 
  • Young’s Jumbo Tiger Prawns 180g - £6.

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