Britain’s leading fish brand – Young’s – has appointed Peter Elvin (44) to the role of marketing controller, with specific responsibility for the company’s fast-growing meals and natural fish ranges.

Highly experienced in brand development, Peter has worked in the food industry since joining CWS as a graduate and then moving into brand marketing for the Co-Op. Roles followed at Muller Dairies and McCain, before Peter became marketing controller at Kerry Foods where he was responsible for the concept and launch of Cheestrings and Brunchettas.

Prior to joining Young’s, Peter was brand and innovation director at a Leeds branding consultancy, theSPIRITof, where he developed frozen fruit for DelMonte.

In his new role, Peter takes over marketing responsibility for two of Young’s most successful frozen sectors. Young’s Meals division sells around 29 million fish pies every year including Britain’s best-selling ready meal, Admiral’s Pie. The brand’s Natural Fish ranges are currently growing at 26%* year on year and are the subject of its most recent TV advertising campaign, featuring Matt Dawson.

Peter Elvin commented, “Frozen fish is delicious, healthy and great value. As UK brand leader Young’s is passionate about attracting more consumers to the sector and has a dynamic programme of innovation and marketing to help it do so. This is one of the most exciting places to work in food at the moment and I am delighted to have joined the Young’s team.”

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* 12 week sales growth by volume to 16 May 2009 (Nielsen)

Notes for editors

Young’s is Britain’s leading name in seafood and biggest fish brand, with total sales of around £300M a year and currently enjoying annual growth of around +20%. With a unique 200 year heritage, it is based in Grimsby, the natural home of British fish. Young’s has for the past ten years been a pioneer in the drive to improve sustainability in seafood, developing an award-winning programme called ‘Fish for Life.’

Young’s is the UK branded seafood business of the Findus Group, one of Europe’s largest frozen food and seafood companies with leading brands, over £1.1 billion turnover and a total workforce of around 6000 people, 2000 of whom are in Grimsby. In addition to Young’s it is also the parent company of Findus and The Seafood Company.