Young’s Seafood is adding three Indian-inspired products to its Gastro brand Taste of Asia range of products.
The Grimsby, U.K.-based seafood supplier launched the Taste of Asia range in March of this year and said in a press release that the products have attracted younger shoppers to the brand, delivering more than GBP 2 million (USD 2.6 million, EUR 2.4 million) in sales so far.
“Our Taste of Asia range is proving to be extremely popular with shoppers, creating new consumption occasions by inspiring new ways to enjoy fish outside of the traditional fish and chips combination,” Young’s Gastro Marketing Controller Kevin Sinfield said.
Since Indian food is one of the U.K.’s favorite cuisines, Sinfield said, it was an easy choice to add the country’s flavors to Young’s range.
“It seemed only right to expand the Gastro range to bring these authentic, delicious flavors to the category and offer more options for consumers to enjoy the great taste and health benefits of seafood,” he said.
The new Taste of India range, which will initially launch in Sainsbury’s stores, as well as in Iceland, includes Masala – Garam Masala, Chilli, and Coriander Breaded Fish Fillets; Kerala – Coconut, Garlic, and Coriander Breaded Fish Fillets; and Amritsari Street Food – Ginger, Garlic, and Red Chilli Tempura Battered Mini Fish Fillets.
Though the new range features new flavors, it still includes the “classic breaded and battered fish formats that consumers love” and are comfortable with, the company said.
Each of the products sell for an estimated retail price of GBP 4.75 (USD 6.22, EUR 5.64).
According to Young’s, the move is also part of an attempt to tap into growing consumer interest in global cuisine, which now accounts for 30 percent of all lunch and evening meal occasions in the U.K.
