Young’s adds perfectly portioned Mini Fish Fillets to popular Chip Shop range

Young’s Seafood, the UK’s leading fish and seafood company, is building on the success of its No.1 bestselling Chip Shop range with the launch of its new Chip Shop Mini Fish Fillets.

Coated in Young’s Chip Shop’s patented technology to deliver its crispy, bubbly batter the Mini Fish Fillets have been developed to bring new shoppers into the frozen battered fish category.

With six per pack, each mini fillet is just 50g and is perfectly portioned to appeal to a variety of different consumer needs. It builds on the growing trend for people opting for lighter main meals and is the ideal size for snacking too, whether that’s served in a sharing platter or piled into a wrap with lettuce and mayonnaise.

It also broadens the demographic of the traditionally older consumer of frozen battered fish, by appealing to families with children, who are looking for perfectly portioned fish products that are suitable for smaller appetites.

It comes as the UK’s No.1 Chip Shop brand continues to grow +10.3% in the last year (source: Nielsen IQ 52 weeks Frozen SeaFood Total Coverage 52 weeks ending 20 Jan 2024), as consumers continue to recreate their favourite fish and chip takeaways at home.

Young’s Chip Shop 6 Mini Fish Fillets (300g, RRP: £3.75) will be available in major stockists from mid March.

Julian Fletcher, marketing director at Young’s Seafood, said: “The UK is a nation of battered fish lovers, whether that’s as part of the traditional Friday night takeaway or as a convenient midweek meal straight from the freezer. Innovation is crucial to future category growth.”

“By taking smaller portioned fillets and coating them in our signature Chip Shop batter we are able to offer new shoppers new opportunities to enjoy frozen fish outside of the traditional meal occasion.”

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