Young's brand hits £200 million milestone during 200th year –

Young’s brand hits £200 million milestone during 200th year Published:  19 August, 2005

SEAFOOD producer Young’s Bluecrest has just passed the £200M value mark in its 200th year of business. This, the company says,confirms Young’s position in the premier league of UK food brands.

Young’s says its growth strategy has been to exploit the natural benefits of fish with new products that answer all the major consumer needs for health, ease and convenience in food.

This has meant a raft of innovative ideas coupled with a heavyweight marketing campaign – all with the aim of making seafood more accessible than ever before and in line with the Young’s advertising mantra, “Make Fish the Dish of the Day.” Most recently, Young’s has established a significant presence in the fast-growing chilled category. By investing in new, top quality products, Young’s says it has boosted chilled sales to almost £50M and in July unveiled its latest chilled range, including ‘restaurant style’ seafood starters and new recipes endorsed by top fish chef, Mitchell Tonks. Commercial director Jim Cane said, “For the brand to reach £200M is a fantastic milestone of which we are extraordinarily proud – but given the market opportunity there is plenty more work still to do. We are just about to invest another £5M in a new advertising campaign and have a raft of tantalising new products in the pipeline.” is published by Special Publications. Special Publications also publish European Fish Trader, Fishing Monthly, Fish Farming Today, Fish Farmer, the Fish Industry Yearbook, the Scottish Seafood Processors Federation Diary, the Fish Farmer Handbook and a range of wallplanners.