Young’s has launched a new tasting initiative designed to highlight its seafood specialist credentials to ‘foodie’ consumers. The brand will this month attend two major seafood festivals that are expected to attract a total audience in excess of 120,000 people.

Hay’s Galleria Oyster & Seafood Festival (7-9 September) was the first outing for a new Young’s stand, offering demonstrations from Young’s Master Salmon smoker and free tastings and recipe cards. Platters of fresh Young’s lobster and shellfish were on sale, as well as products to take home, such as Young’s famous Potted Shrimp (first invented by the brand in the 1920’s) and Fraserburgh Smoked Salmon.

Young's has also sponsored one of the highlights of the Oyster & Seafood Festival weekend, The British Fish Craft Championship - finals of which were on Sunday 9th.

Next weekend (15-16 September) Young’s will be at the Abergavenny Food Festival, where Mitch Tonks of Fishworks will also be in attendance, undertaking tutored tastings of different species of fish.

Yvonne Adam, marketing director at Young’s says, “These events are an ideal means for us to reach consumers who are interested in high end chilled seafood but who may not yet be aware of the breadth of heritage and expertise that Young’s has in this area.”

A wider programme of food festivals and events is planned for Young’s during 2008.