'Lighter' fish and chips
Young’s Seafood has expanded its best-selling Chip Shop range with the launch of Chip Shop Lighter, which contains 45% less saturated fat.
The lighter recipe battered cod fillets target 'a more health-conscious shopper' with the aim of reducing barriers to entry into the category and driving incremental growth.
The company said the launch is 'another key milestone' in Young's 'major investment' into reaching new consumer groups. Other initiatives have included a complete overhaul of its core packaging design and the 'multi-million-pound' Masters of Fish campaign. Millions of health-conscious shoppers will also be targeted with the range through digital advertising across a range of platforms, the group added.
Chip Shop Lighter cod fillets will hit the shelves in Tesco, Asda and Waitrose this month.
Jason Manley, marketing director at Young’s Seafood said: “After many months of development and research, we are excited to finally bring this product to the market. Chip Shop is one of the most loved frozen ranges in Britain and we want to make sure everyone could enjoy the great taste of these products.
“Saturated fat can be a category barrier so we’ve created a great, tasty alternative to the core Chip Shop range, allowing more consumers to enjoy a delicious battered fish fillet, without worrying about the fat content.
“This launch is part of a wider investment to reach new audiences for Young’s, following on from our Masters of Fish launch, and is a great demonstration of the momentum we are driving in the industry.”
