Young's expands its microwave fish range –

Young’s expands its microwave fish range Published:  30 September, 2009

YOUNG’S today tightened its grip on the convenience seafood market with the launch of the first microwaveable cook-in-the-bag fish range.

It comes just a month after the company surprised everyone with its debut of the first fish finger that can be cooked in the micro-wave. However, the message from Young’s is clear – most people like fish, but they also want it in an easy cook and no waste format.

The new Young’s range, which has a two-way option because it can also be cooked in the oven, is fairly extensive for a new launch and includes four different varieties of fish fillets – wild pink salmon in garlic and herb butter, haddock with lemon and herb butter, cod with sun dried tomato and basil butter and smoked salmon with wholegrain mustard butter.

The move also hots up the competition with its closest rival Birds Eye which is also investing a lot of money in the fish-in-the-bag development, but at the moment it is oven cook only.

Marketing controller for Young’s Natural Fish, Peter Elvin, says, ‘Research tells us that consumers would love to eat more fish but many don’t have the confidence to cook and handle it. They are however looking for inspiring meal ideas that are really quick to prepare, taste great and offer good value, hence this new range.’ The launch will be supported by a major £2 million TV and marketing campaign. The products carry the Young’s “Fish For Life “label confirming they have been responsibly sourced