Young’s is extending its Chip Shop frozen battered fish range by launching Extra Large Haddock fillets as it continues to target consumers looking to replicate takeaways at home.
The brand’s existing Extra Large range, which includes Extra Large Cod, is worth £11.7m, growing 17.9%. The introduction of the new Extra Large Haddock fillets means consumers can choose between the two most popular fish on takeaway menus in the UK.
The launch marks the latest extension of the Chip Shop range, which is now worth £51m and has grown 16.2% in volume and 9.6% in value over the past year.
Young’s Chip Shop Extra Large Haddock (2x fillets, 300g, RRP £4.00) will initially be available in Iceland this month.
Matthew Wilson, Interim Marketing Controller at Young’s, said: “We understand that today’s shoppers are looking for larger, more satisfying fillets that truly rival the quality and portion size of a traditional fish and chip takeaway.
“That’s why we’ve expanded our range with the new Chip Shop Extra Large Haddock Fillets, bringing the same succulent fish and signature bubbly batter that our customers love, now in an even more generous portion.
“Haddock has traditionally over-indexed in Scotland and the North of England compared to the national average for battered fish sales, but we’re seeing demand grow across the UK. With more people opting for bigger fillets, now is the ideal time to introduce our Extra Large Haddock, giving customers even more choice alongside our bestsellers.”
