A FISHCAKE SOLD EVERY SECOND AS JAMIE OLIVER CAUSES RUSH ON THE FROZEN AISLE – Fishupdate.com

A FISHCAKE SOLD EVERY SECOND AS JAMIE OLIVER CAUSES RUSH ON THE FROZEN AISLE Published:  22 November, 2011

TWO-point-six million fishcakes, or 1 fishcake every second, were sold in the first month since Jamie Oliver’s new frozen fish range by Young’s landed on shelves nationwide.

The chef’s sustainable fishcakes, made with Young’s salmon, pollock and whiting, proved a hit with shoppers and beat his fish fingers into second place. Jamie Oliver has heralded the soaring popularity of fishcakes as a promising sign that the tide is finally turning on Brits’ perception of frozen fish.

Jamie Oliver says: “I’m thrilled that we’ve won over thousands of families and won over all these new frozen fish fans. I know that parents have struggled in the past to make fish a part of their children’s diets so I wanted to create a range with Young’s that was not only tasty and affordable, but also easy to cook for busy families. It’s so important to introduce our kids to fish at a young age so I couldn’t be happier with the incredible response to my ‘little meals’ for kids.”

Jamie Oliver launched his own frozen fish range in September to encourage Brits to eat more fish and to champion high-quality, sustainable alternatives to species like cod and haddock. Recent research by Young’s Seafood discovered that 11% of Brits barely manage to include fish in their diet once a month, despite Government advice to eat fish at least twice a week.

The range focuses on simple, delicious recipes that make fish meals accessible and affordable without compromising on the environment. The fish used in Jamie’s range is frozen within a matter of hours of being caught, which locks the flavour and natural nutrients into the chunks of fillet.

The Jamie Oliver by Young’s range is made in Grimsby and available nationwide in Asda, Co-op, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose.