Young’s launches Gastro pub-style battered fish

Young’s Seafood has expanded its bestselling premium range with the launch of its Gastro Extra Large Battered Fish Fillets.

Designed to replicate the generous portions of 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 39% of consumers are reducing the amount they dine out due to the cost of living. [1]

Available in Cod and Haddock, 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.

The new product launches come after significant growth for the Young’s Gastro brand, which saw sales up 17% vs August 2019, growing to £72.5 million [In the 52 weeks to 7th August 2022], and welcoming over 916,000 new shoppers, as it built on its position as the number one brand in premium frozen fish.

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.”

The recommended RRPs for the new range are:

2 Extra Large Battered Cod Fillets, 450g £5.50

2 Extra Large Battered Haddock Fillets, 450g £5.50

Related content