Britain's leading seafood brand, Young’s, has launched a new range of
premium fish dishes intended to start the biggest seafood category
shake-up of the year. Young’s Fishmonger’s Choice range is designed to
overhaul existing perceptions of frozen fish as well as presenting
strong competition to the chilled equivalents already available on the
market.
Developed with help from award-winning restaurateur and
fishmonger, Mitch Tonks, Young’s Fishmonger’s Choice consists of two
unique, single-serve recipes: Prime fillet of Atlantic cod with roasted
garlic, herbs and sun dried tomato (160g); and Prime fillet of Atlantic
haddock in a mild chilli and lemon dressing (160g).
The chef
inspired recipes use only the best quality ingredients including prime
cod and haddock loin; the finest part of the fish. To complement the
delicate taste of the fish, Mitch Tonks has worked seamlessly with
Young’s seafood chefs to develop recipe combinations which work in
harmony with the natural flavours of the fillets.
Sealed in a
unique Flavour-Lock PouchTM - developed by DuPont Teijin Films and the
very first of its kind in the UK - the innovative and modern packaging
replicates age-old cooking methods by acting like a roasting bag to
evenly steam and bake each fillet whilst retaining the natural moisture
and flavours of the dish. Unlike conventional methods currently on the
market, including plastic wrapping and plastic containers, each product
is partially vacuum-packed to remove air and reduce the effects of
oxidation, which can lead to the deterioration of frozen food.
Fishmonger’s
Choice is aimed at consumers who enjoy good quality food, are confident
cooks but generally lack the expertise and confidence to cook fish at
home. The product is designed to be cooked straight from frozen, either
in the oven (30 minutes) or the microwave (4-6 minutes) to ensure
consumers can enjoy fabulous tasting fish in minutes.
Commenting
on the new launch, Yvonne Adam, Young’s brand director, says: “As the
experts in fish, it’s our responsibility to continually develop new,
great tasting, consumer-centric products that will allow more people to
enjoy the many benefits and variety of flavours that fish has to offer
and make it easier and tastier for them to eat fish twice-a-week as
recommended.
“This September’s launch is not just a one-off. It
heralds the start of a long, exciting journey of NPD for Young’s,
bringing our customers the very best fish from some of the most
sustainable fisheries in the world. As the nation’s best loved fish
brand we want to help change consumer perceptions of frozen food so
that, once again, people can fully understand and enjoy it for all its
worth. The Fishmonger’s Choice range will be extensively developed over
the next three years with new innovation planned every six months.”
Mitch
Tonks added: “The launch of a range such as Fishmonger’s Choice is
exactly what the category is crying out for. We’ve put our hearts and
souls into developing frozen fish products that taste just as great, if
not better, than chilled. We have refused to use anything other than the
very best ingredients and both I and the Young’s team of seafood chefs
have ploughed every ounce of our expertise and passion into these
recipes. Our aim is to astound consumers with the quality and taste and I
have no doubt we’ll achieve this.”
The new range will be
available in major retailers from Sept, RRP £2.99. The launch will be
supported by a promotional in-store price of £2.00 throughout October
and November as well as via in-store marketing and national PR. In
January 2011, it will be further supported above the line, primarily via
a TV advertising campaign.
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