The launch of Young's new 'Naturally Delicious Fish’ range brings new excitement to frozen breaded fillets.

Each of the four variants in the range is made with quality loins or fillets of responsibly sourced fish – either pink salmon, basa or hake. They are coated in modern crumb recipes made with entirely natural ‘storecupboard’ ingredients such as fresh breadcrumbs, sunflower seeds, cracked black pepper and sea salt.

Sales of frozen breaded fish have been fairly static for the past 3 years at around £105M a year. Young’s believes that its new range can help reinvigorate the category and help it catch up with the success of frozen fish overall - currently growing at +6%.

Young’s marketing controller, Charlotte Broughton, says, “Breaded fish fillets have been around for years and the category is now overdue for some innovation to re-engage consumers. We think these products are the answer – they optimise all the inherent positives of fish and bring breaded fillets bang up to date as a healthy and entirely natural option for a delicious quick meal.”

The Naturally Delicious Fish range is also presented in attractive new sleeved packaging to allow consumers to see the product before purchase. This is a more contemporary merchandising approach which to date has only been found in the chilled fish cabinet.

All the products are low in fat and oven cook straight from frozen. Young’s is supporting the launch with an extensive in-store promotional campaign and PR plus new TV advertising to follow later in the year – the second time Young’s advertising will feature Matt Dawson.

The Naturally Delicious Fish range includes...

Young's 2 Pink Salmon Fillets in Seeded Signature Breadcrumbs (250g, RRp £2.99)

Young's 2 Chunky Fish Fillets in Signature Breadcrumbs (225g, RRP £3.29)

Young's 4 Chunky Fish Fillets in Signature Breadcrumbs (450g, RRP £3.99)

Young's 2 Basa Fillets Lightly Dusted with Sea Salt and Cracked Black Pepper (320g, RRP £2.99)