Fish lovers will be able to enjoy the new dishes when they hit supermarket shelves this month.
Young’s Gastro Brings New Flavours and Classics with a Twist to the Menu
(UNITED KINGDOM, 9/8/2015)
With an increasing number of people choosing Young’s Seafood Limited’s Gastro fish dishes, the brand is today adding four new delicious products to the range of restaurant quality fish and seafood.
The Gastro brand is now worth over £30million (Source: AC Nielsen MAT 20th June 2015), having grown by 50% in the last year, and these new products will ensure there is a Gastro solution for every occasion. Each dish has been specially created by the Young’s chef, inspired by exciting culinary trends and global flavours:
Gastro Lemon and Herb Tempura Wholetail Scampi: Succulent Wholetail scampi wrapped in Young’s signature Lemon & Herb light, crispy batter.
New Gastro Natural Fish variants: 2 Chunky Basa Fillets with a rocket, basil and parmesan sauce, 2 Chunky Basa Fillets with a spicy tomato and chorizo sauce. Both products come in a unique flavour-lock pouch, which can be microwaved, or oven cooked, locking in flavour for a restaurant quality fish experience.
Gastro Meals for One, Fish Pie: Chunks of fish and smoked fish fillet in a mature cheddar and chive sauce, piped with creamy mash and topped with carrot and Red Leicester cheese
The Gastro brand has grown by 50% in the last year.
Fish lovers will be able to enjoy the new dishes when they hit supermarket shelves this month. The range will be supported with a TV and multi-channel digital advertising campaign, as well as in-store promotions. Gastro’s unique, stylish packaging will also provide inspiration for complimentary accompaniments, and wine suggestions on pack, ensuring the consumer gets the very best eating experience
Yvonne Adam, Marketing Director at Young’s Seafood Limited, said: “Drawing inspiration from global culinary trends, and gastro-pub favourites, these new Gastro dishes are perfect for entertaining and enjoying at home."
"Our Young’s Gastro brand aims to grow the category by encouraging people to eat more fish, by making fish more tasty and ultra-easy to prepare. From Lemon and Herb Tempura Wholetail Scampi to Basa fillets with a spicy tomato and chorizo sauce, our new innovative taste combinations are set to entice even more new consumers to the frozen aisles,” said Adam.
Pete Ward, Chief Executive of Young’s Seafood Limited, added: “Having launched in 2012, and now worth over £30million with 50% growth in the last year, the success of Young’s Gastro proves that it is possible to grow frozen brands in today’s market. These delicious new dishes offer variety, increased appeal and yet more opportunities to enjoy Young’s Gastro restaurant quality fish at home."
Earlier in the year Young’s launched a new TV advertising campaign, promoting their Gastro dishes which introduced consumers to brand Ambassador Malcolm the Cat. Voiced by Rupert Everett, Malcolm is a high-brow, discerning, food connoisseur cat, with sophisticated tastes in seafood, who has helped to highlight the high food values of the Gastro brand in an accessible, entertaining and memorable way. The campaign has also been supported by advertising in women’s magazines, in-store sampling and social media competitions and promotions. Young’s Gastro’s most recent Facebook Competition, in July 2015, attracted over 19.500 entries with a total Facebook reach of 255,900.
Together, this multi-channel campaign has helped to drive sales in the category. With 15.4% household penetration (Kantar date 52 w/e 19th July 2015), a high repeat rate of 45% and 51% of sales being incremental to frozen fish, the Young’s Gastro brand continues to go from strength to strength. Young’s aspirational marketing strategy has been effective with the average spend per buyer, of Gastro fish dishes, reaching £10.52 (Kantar data 52 w/e 19th July 2015). Existing frozen fish buyers are trading up to choose Gastro, resulting in a higher basket spend, while other new shoppers are being attracted to the frozen fish category by the brand.
About Young’s Seafood Limited
Young’s Seafood Limited is the UK’s leading supplier of frozen and chilled, own-label and branded fish and seafood. A major supplier to UK retailers, Young’s Seafood Limited is home to Young’s, the UK's leading frozen and chilled fish brand. With our award winning Fish for Life programme on responsible sourcing, and our 10 Principles of Responsible Fish Procurement, we’re committed to ensuring that great quality fish is accessible to all, now and for generations to come.
Young’s Gastro brand aims to grow the category by encouraging people to eat more fish.
For over 200 years, Young's has been making great seafood and building on this heritage, our team specialises in making the best fish delicious. Young’s Seafood Limited is part of the Findus Group family of food businesses across Europe.