Young's launches gluten-free fish fingers

YOUNG’S Seafood has launched the gluten-free fish finger in response to a growing demand for this style of product.
The company, which under the old Ross Group banner was one of the first to introduce fish fingers to a British audience in the 1950s, says the move has been made to support healthy living choices without compromising on taste or quality.
The new range, which is produced in the UK and available in stores from this weekend, includes Omega 3 Fish Fingers and Cod Fish Fingers made with 100 per cent fish fillet and Sunflower Oil.
Fish fingers are already the largest category in frozen fish, worth £128.5 million and with 53.3 per cent penetration, according to Kantar data.
Young’s said: ‘There is scope to inspire new shoppers to try fish fingers and Young’s Seafood’s new gluten-free option is set to do just that.’
Mintel has revealed that one in six consumers now actively avoid wheat and gluten, while new research by the University of Aberdeen suggests that adopting a gluten-free diet can reduce fatigue and increase energy levels.
‘Free from’ is now a £500 million market in the UK, with 60 per cent of all consumers including ‘free from’ food in their diets.
To ensure no compromise on flavour, Young’s said the gluten-free fish fingers have been rigorously taste tested and have come out top in a blind taste test against leading competitors’ standard fish fingers.
Young’s marketing director Yvonne Adam said: ‘This is a really exciting time for us, and we can’t wait for Britain to try our new gluten-free fish fingers.’
Chief executive Pete Ward said: ‘At Young’s Seafood we are committed to providing our customers with the highest possible quality of products, responding to ever changing market trends and making the best fish delicious and available to all, now and for generations to come.
‘With more and more consumers turning to gluten-free products, Young’s Seafood is responding to this trend, providing more options and new innovation.
‘This is a great example of the innovative new product development and brand development we have in the pipeline, working to attract new shoppers to our brand.’