With Brits struggling to afford to go to posh pubs, Young’s Seafood is hoping to bring posh pub grub into British homes with the expansion of its premium range to include the Gastro Extra Large Battered Fish Fillets.
Designed to replicate gastropub fish and chips, the new “super-sized” battered fillets have been launched in response to shoppers looking for affordable restaurant style products that they can enjoy at home, at a time when YouGov research shows nearly 40% of consumers are reducing the amount they dine out due to the cost of living crisis.
Available in Cod and Haddock, Young’s reckons the 225g crispy battered fillets are perfect when paired with triple cooked chips, crushed minted peas and chunky tartar sauce for an affordable mid-week treat or date night meal. These side dishes are not included, however.
While the firm is still putting the finishing touches to the new product’s marketing plan as part of a wider brand refresh, the move follows significant growth for the Young’s Gastro line, which saw sales up 17% compared to August 2019, growing to £72.5m, and welcoming over 916,000 new shoppers, as it built on its position as one of the leading premium frozen fish brands.
The 2 Extra Large Battered Cod Fillets and 2 Extra Large Battered Haddock Fillets come in a 450g pack in two 225g servings, with both products launching in Tesco and Sainsbury’s in September, following a successful launch into Asda in August.
Paul Craft, chief commercial officer for Young’s owner, Sofina Europe, said: “The launch of our new Gastro Extra Large Battered Fish Fillets comes as an increased number of consumers look for products that are extra special and help to create a restaurant quality dining occasion in their own homes.
“As the cost of living crisis continues, we are going to see the dine out at home shopper mission becoming even more prominent, as consumers seek out affordable, everyday treats at a time when many are having to cut back on dining out.
“Our Gastro brand has already brought restaurant quality seafood to the kitchen tables of Britain, and we wanted to expand the range to help consumers find even more delicious options for both mid-week meals and weekend occasions.
“Gastro Pub fish and chips is a classic British staple and with the launch of these new products, consumers can now enjoy a high quality eating out style experience in the comfort of their homes.”
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