Young’s builds on success of Taste of Asia range

Young’s Gastro is expanding its global range with the launch of three products inspired by Indian cuisine.

Taste of India is being introduced under Young’s ‘restaurant inspired’ Gastro brand and includes three new products: Masala – Garam Masala, Chilli & Coriander Breaded Fish Fillets, Kerala – Coconut, Garlic & Coriander Breaded Fish Fillets and Amritsari Street Food – Ginger, Garlic & Red Chilli Tempura Battered Mini Fish Fillets.

It follows the successful launch of its Taste of Asia range in March, which has attracted younger shoppers to the brand, delivered over £2m of retail sales and is the biggest launch in frozen fish so far this year (NIQ 15th June 2024).

Young’s is tapping into growing consumer interest in global cuisine, which now accounts for 30% of all lunch and evening meal occasions (Kantar – State of the nation 2023) with the new range bringing together distinctive international flavours in classic breaded and battered fish formats that consumers love.

Research for the brand found that 75% of all coated fish is consumed with chips [3], but 70% of shoppers would eat coated fish with rice or noodles if the flavour was right (3GEM – October 2020 (Online with 518 shoppers)).

The addition of the Taste of India range to the Gastro brand will offer shoppers more exciting flavours and new, easy ways to enjoy eating fish.

Young’s has taken inspiration from the authentic, exotic flavours of Indian cuisine and combined delicate herbs and spices to create sensational fish dishes that pack a punch of flavour.

The Masala – Garam Masala, Chilli & Coriander Breaded Fish Fillets (270g, £4.75 RRP) offer a twist on a classic Indian fish dish and are best served with a fresh salad and kachumber.

The Kerala – Coconut, Garlic & Coriander Breaded Fish Fillets (270g, £4.75 RRP) are influenced by the Kerala state on India’s tropical Malabar coast, famed for its coconut-lined beaches and spice plantations. These fillets are perfect to serve with a vegetable curry and steamed rice.

The Amritsari Street Food – Ginger, Garlic & Red Chilli Tempura Battered Mini Fish Fillets (300g, £4.75 RRP) are inspired by a traditional fish dish served as a snack on the streets of India. Ideal for lighter meals served with naan bread and raita.

Kevin Sinfield, marketing controller for Young’s Gastro, noted the popularity of Our Taste of Asia range with shoppers, “creating new consumption occasions by inspiring new ways to enjoy fish outside of the traditional fish and chips combination”.

“Indian food is one of the UK’s favourite cuisines. It seemed only right to expand the Gastro range to bring these authentic, delicious flavours to the category, and offer more options for consumers to enjoy the great taste and health benefits of seafood,” he said.

The products will be initially launching in Iceland and Sainsbury’s in September with more listings expected to follow.

Related content