Seafood brand Young’s is building on the success of its Taste of Asia range with the launch of three products inspired by Indian cuisine.
Taste of India is being introduced under Young’s ‘restaurant inspired’ Gastro brand and includes three new products: Masala – Garam Masala, Chilli & Coriander Breaded Fish Fillets, Kerala – Coconut, Garlic & Coriander Breaded Fish Fillets, and Amritsari Street Food – Ginger, Garlic & Red Chilli Tempura Battered Mini Fish Fillets (RRP £4.75).
It follows the launch of its Taste of Asia range in March, which has attracted younger shoppers to the brand and delivered over £2m of retail sales.
Young’s stated that it is tapping into growing consumer interest in global cuisine, which now accounts for 30% of all lunch and evening meal occasions, with the new range bringing together distinctive international flavours in classic breaded and battered fish formats that consumers enjoy.
Research for the brand found that 75% of all coated fish is consumed with chips, but 70% of shoppers would eat coated fish with rice or noodles if the flavour was right.
Kevin Sinfield, Marketing Controller for Young’s Gastro, said: “Our Taste of Asia range is proving to be extremely popular with shoppers, creating new consumption occasions by inspiring new ways to enjoy fish outside of the traditional fish and chips combination.
“Indian food is one of the UK’s favourite cuisines. It seemed only right to expand the Gastro range to bring these authentic, delicious flavours to the category, and offer more options for consumers to enjoy the great taste and health benefits of seafood.”
The products will initially be launching in Iceland and Sainsbury’s in September, with more listings expected to follow.
