Young's expands its Gastro range
YOUNG’S Seafood is boosting its power brand Gastro by introducing three new marinade products aimed at the dining-in market.
The Gastro range, with its emphasis on fish sophistication, has been a major success story for Young’s and is now worth more than £54 million a year to the company.
The restaurant inspired dishes have attracted £20 million incremental value to frozen fish, breathing new life into categories that have seen some shoppers leave, such as battered fish.
A couple of months ago, as part of a move to attract more people to frozen fish, it launched two new dishes and now it has followed this up with its marinades. They will be available in Sainsbury’s and Waitrose stores.
The company maintains they have all the positives of ‘naked’ natural fish, but without the barriers.
Low in fat and high in protein, they are being marketed as easy to prepare in the oven or the microwave, and the fillets can be served in the heart of the plate or as an ingredient.
Young’s Seafood’s Gastro power brand has grown by more than 42 per cent in the past year (Nielsen data: 52 weeks to March 26, 2016).
Yvonne Adam, marketing director at Young’s Seafood, said: ‘Inspired by restaurant menus, Gastro Marinades will add even more choice within the Gastro range, which is the nation’s favourite premium brand in frozen fish.
‘Young’s Gastro offers a simple way to make delicious food at home, and the new marinated fillets are quick and easy to prepare. This is restaurant quality food, from the people who love fish.’