JAMIE OLIVER PROMOTES HIS SUSTAINABLE FISH RANGE BY YOUNG’S ON TV Published: 23 January, 2012
TV chef Jamie Oliver is returning to UK screens in a new television advertising campaign with Youngs Seafood Limited, which premiered on the Youngs Facebook page on Friday 20 January, before being launched on national television today, Monday 23 January.
The Jamie Oliver by Youngs range has performed well since its arrival in September 2011, and it is continuing to attract new customers to the frozen fish category. Retail sales have exceeded targets and the range has already achieved a strong market share. Jamie Oliver Fish Cakes, in particular, are continuing to drive sales, and have already grown the Frozen Fish Cake category by one third, according to Kantar Worldpanel data. Jamie Oliver says, Im thrilled that weve 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 childrens diets so I wanted to create a range with Youngs that was not only tasty and affordable, but also easy to cook for busy families. Natasha Gladman, Marketing Director at Youngs Seafood Limited, said: The Jamie Oliver by Youngs range is continuing to grow and redefine the sector by attracting new customers to frozen fish. The range is really helping to change perceptions of what the frozen fish category can offer, and were delighted to see the range performing well. The Jamie Oliver range has helped support an overall growth in Youngs Seafood Limiteds market share over the past 12 months. The Grimsby-based seafood supplier has achieved accelerated growth in a number of key categories since July, including Breaded, Scampi and Fish Cakes. Youngs Seafood Limited ended the year with a market share value of over 25% for the entire frozen fish sector, according to Kantar Worldpanel data. The Jamie Oliver by Youngs range is made in Grimsby and available nationwide in Asda, Co-op, Morrisons, Ocado, Sainsburys, Tesco and Waitrose (RRP £1.99).