Grimsby, England-headquartered Young’s is expanding its restaurant-inspired Gastro range with the launch of Luxury Fish Pie, designed to attract more shoppers into the frozen seafood section of grocery stores by offering a richer, more indulgent meal occasion.
The 370g single-serve product brings together four types of seafood – Atlantic Salmon, Pollock, Smoked Pollock and King Prawns – in a mature cheddar and white wine sauce, topped with mashed potato and a cheddar and chive breadcrumb for added texture and depth of flavor. It is now available for £4.75 available in Morrisons, Sainsbury’s, Tesco, Iceland and Asda stores.
The launch responds to continued demand for high-quality, restaurant inspired choices that help consumers trade up and recreate a tasty dining experience at home.
“Seafood shoppers are of exceptional value to retailers, spending around £1,000 more per year in grocery than non-seafood shoppers. They’re also more likely to trade up, adding complementary items like wine or desserts, and build bigger baskets overall. Ten percent of Youngs Gastro purchases include wine, showing how premium seafood lifts the whole occasion and can create a more elevated at-home experience,” said Kevin Sinfield, marketing controller at Sofina Foods Europe, parent company of Young’s Seafood.
Sinfield added: “Young’s Gastro has always been about bringing restaurant inspiration into the home, and our new Luxury Fish Pie takes that to the next level. As consumers look for more elevated yet convenient meals, this dish offers a premium seafood experience that feels like a real treat, without the cost of dining out. It also helps inspire people to enjoy a broader range of fish, which is something we know is important for the future growth of the category.”
