Young’s Gastro Inspiring Category Growth Through New Ways To Enjoy Fish
(UNITED KINGDOM, 8/22/2016)
Young’s Gastro, one of Young’s Seafood’s power brands, is now the UK’s 6th fastest growing FMCG brand. Worth over GBP 57m (GBP 75 million), Gastro has grown 31% in the last year. Gastro is the number one brand in premium fish, now twice the size of its nearest competitor, with its proposition of delivering restaurant quality fish clearly resonating with shoppers who are looking for quality and inspiration from the frozen aisle.
Proven to draw in new shoppers to the category, Gastro is one of the biggest success stories for frozen fish, and has one of the strongest repeat rates in the category.
Gastro Smoked Haddock Arancini Style Mini Fishcakes with a Rocket, Basil & Parmesan Dip / Gastro Salmon, Red Pepper & Mozzarella Mini Fishcakes with a Herby Crème Fraiche Dip/Gastro Spicy Salmon & Black Bean Mini Fishcakes with a Chipotle Chilli Salsa.
Building on this achievement, Young’s is introducing irresistible innovation for Autumn 2016 including Gastro Smoked Haddock Arancini Style Mini Fishcakes with a Rocket, Basil & Parmesan Dip, Gastro Salmon, Red Pepper & Mozzarella Mini Fishcakes with a Herby Crème Fraiche Dip, Gastro Spicy Salmon & Black Bean Mini Fishcakes with a Chipotle Chilli Salsa and Gastro 10 Tempura Battered Chunky Cod Fish Fingers.
Young's Gastro has grown 31% in the last year.
Perfect for starters, lunch, sharing and tapas, our new mini fishcakes, are set to inspire people to enjoy fish outside of the main evening meal to further drive category growth. The innovative packaging format of tray and sleeve takes cues from the chilled aisle, enabling shoppers to see the products in store, and each variant comes with a perfectly paired dip, further enhancing the restaurant cues of the range
The ultimate chunky Cod fish fingers are wrapped in the Gastro signature, best-selling, tempura batter – with larger portion sizes set to appeal to adults and older families who enjoy this gastro-pub favourite.
Yvonne Adam, Marketing Director at Young’s Seafood Limited, said: “Gastro is the nation’s favourite premium brand in frozen fish, and building on this success, our latest inspiration is straight from restaurant menus."
"Tapas is trending in UK restaurants and our mini fishcakes are an ideal choice for making tapas at home, or for sharing, entertaining or as starters. We want to inspire people to love fish now and for generations to come and our latest Gastro recipes will create even more opportunities and occasions for people to enjoy fish at home.”
Young’s Seafood was shortlisted for the Brand of the Year Award at the 2016 Grocer Gold Awards following a master-brand re-launch, TV and multi-channel advertising campaign. Young’s Seafood is set to launch new campaigns and more innovation soon.
Gastro is one of the biggest success stories for frozen fish, and has one of the strongest repeat rates in the category.
About Young’s Seafood Limited
Young’s Seafood Limited is the UK’s number one fish and seafood processor, supplying of frozen and chilled, own-label and branded fish. 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 an award winning Fish for Life programme on responsible sourcing, and 10 Principles of Responsible Fish Procurement, Young’s are committed to inspiring people to love fish now and for generations to come.