Young’s, the leading retail frozen seafood brand in the United Kingdom, is helping shoppers enjoy more fish as part of weekly meal routines with the launch of the new Gastro Base in Garlic & Herb Sauce at Sainsbury’s stores. Priced at £5.50 for two pieces, the 400-gram easy-to-cook ready meal is offered to bring restaurant quality fish to the midweek dinner tables at home.
The debut comes as research shows strong consumer demand for fish at a time when many shoppers lack the confidence or inspiration to cook seafood regularly. Though 78% of shoppers in Britain say they would like to eat more fish, 57% say they would do so if it was easier to prepare.
Designed to make seafood more accessible and convenient, Gastro Basa in Garlic & Herb Sauce makes it simple for home meal makers to incorporate fish into a wider range of meal occasions beyond fish and chips.
Now valued at £69.5 million, the Gastro range demonstrates the opportunity premium seafood can provide both consumers and retailers. In fact, 10% of Young’s Gastro purchases include wine, highlighting how the range helps create elevate at-home meal occasions and drives incremental value for supermarkets and other grocery stores.
Kevin Sinfield, seafood marketing director at Sofina Foods Europe, home of Young’s Seafood, commented: “We know many shoppers want to eat more fish, but they’re often looking for easier ways to make it part of weekly meal routines. Gastro Basa in Sauce combines quality seafood with rich, comforting flavors, offering a convenient meal option that doesn’t compromise on taste, and has been developed to remove some of the barriers associated with cooking seafood. With more people seeking high-quality meals at home, the range delivers an elevated dining experience without the time or effort required to cook from scratch.”
