Young's recharges popular range

YOUNG’S Seafood is reinvigorating one of its categories with the launch of its new Simply Breaded range.
Simply breaded it may be, but it remains popular with the fish eating public. Young’s says the new and improved range is its tastiest yet, as voted by consumers, and is made with 100 per cent responsibly sourced fish with no artificial ingredients.
Yvonne Adam, Young’s marketing director, said: ‘Sometimes the simplest things are the best. We’ve listened to what our consumers want: succulent fish wrapped in crispy golden breadcrumbs with nothing artificial, and this has helped us to create our tastiest recipe yet.’
With a new packaging design that gives the range a stronger personality and presence in store, the fillets also have a crispier breadcrumb and an improved shape, said Young’s.
In a blind taste test, the new recipe was preferred by a panel of 200 consumers.
This is the second such move by Grimsby based Young’s.  At the beginning of the year the company launched one of its biggest marketing campaigns with a multi-million pound promotion to support its bestselling Gastro range, which is took to the Boston Seafood Show in America. The move proved a major success.
The Simply Breaded range will appear in stores from August and includes: Young’s 4 Large Breaded Cod/Haddock Fillets (480g, £4.00 RSP); Young’s 4/2 Breaded Fish Fillets (400g, £3.00 RSP /200g, £1.50 RSP); and Young’s XL Breaded Cod Fillets (320g, £3.50 RSP).