Young’s Simply Breaded Fish Fillets Headed to UK Stores

Grimsby, England-based Young’s Seafood is launching a new range of Simply Breaded frozen fish fillets that will be distributed at supermarkets and other retail outlets throughout the United Kingdom beginning in August.

“Sometimes the simplest things are the best. We’ve listened to what our consumers want – succulent fish wrapped in crispy golden breadcrumbs with nothing artificial, and this has helped us to create our tastiest recipe yet," said Yvonne Adam, the company’s marketing director.

Youngs Simply Breaded Pack 300The line includes 480-gram packs containing 4 Large Cod/Haddock Fillets that sell for £4; XL Breaded Cod Fillets in 320-gram boxes offered at £3.50; 4 Breaded Fish Fillets in 400-gram packs that retail for £3; and 2 Breaded Fish Fillets in 200-gram boxes that go for £1.50.

In a blind taste test, the revised recipe featuring 100% fillet and crispier breadcrumb was preferred by a panel of 200 consumers. New product packaging has been designed to present a “stronger personality and presence in stores.”

With roots dating back to 1805, Young’s supplies as much as 40% of the fish and seafood consumed in Britain. Sales results for the second quarter of fiscal year 2017 that ended on April 1 showed revenues of £131.6 million compared with £128.8 million generated during the first quarter. Q2 earnings before interest, taxes and amortization (EBITA) amounted to £5.3 million – up from £3 million in Q1.

Over 3,000 people are employed by Young’s at 12 manufacturing sites across the UK. The company sources over 30 species of finfish and shellfish from five continents and generates annual sales of about £600 million. Among its popular frozen product brands are Chip Shop and the chef-inspired Gastro range.