Young’s is expanding its core range with the launch of two flavoured breaded frozen fish products aimed at reinvigorating the category.
The breaded fish category has been in decline over the past year, with value down 11.6% and volume down 10.7%. The brand noted that the category is characterised by an elderly shopper profile, with minimal innovation and limited choice prompting some shoppers to leave the category.
With these two new products – Young’s Breaded Fish with Flavour – Garlic and Herb and Young’s Breaded Fish with Flavour – Paprika & Pepper – Young’s saw an opportunity to appeal to a younger generation of shoppers and drive new growth in the category, fusing on-trend seasonings and high-quality fish fillets for a modern take on breaded fish.
As consumer interest in traditional breaded fish declines, Young’s has drawn on successful trends from battered fish, where larger portions and bold flavours have driven growth.
Its Chip Shop brand has surpassed £51m in sales, while the Gastro Taste of Asia and Taste of India ranges have attracted 53,000 new households into the category since their launch in 2024, with flavours like Korean Chilli, Lime & Ginger, and Indian Masala. Now, Young’s is bringing the same formula to breaded fish, making it more appealing to a new generation of shoppers.
Young’s Breaded Fish With Flavour – Extra Large Paprika & Pepper Breaded Fish Fillets (2x fillets, 300g, RRP £4.00), and Young’s Breaded Fish with Flavour Extra Large Garlic & Herb Breaded Fish Fillets (2x fillets, 300g, RRP £4.00) are launching in Iceland, Asda, and Morrisons during this month, with more listings to come. It will be supported by digital marketing, PR, and an activation plan to drive trial.
Matthew Wilson, Interim Marketing Controller at Young’s, said: “Breaded fish has long been a staple in the seafood aisle, but it’s been missing the excitement of bolder flavours. We’ve seen great success innovating in battered fish, so we wanted to bring that same perspective to the breaded category. These flavours did exceptionally well in consumer testing, and we’re confident they’ll bring fresh energy to the category while helping retailers attract new shoppers.
“With these exciting new products, Young’s is reaffirming its commitment to innovation and quality, making fish more accessible and appealing to all ages while ensuring midweek mealtimes remain deliciously satisfying.”
