Today (16th March) the Young’s Seafood Cat, Malcolm is back on our screens in a brand new advert ( that sees him longing for the delicious Young’s Chip Shop fish fillets that his family enjoys for dinner.  And he’s not the only one who loves Young’s fish! As the Chip Shop Brand turns 30 this year, sales figures show it remains firmly the Nation’s favourite brand of battered fish, with a 35% market share (Nielsen data, 52 weeks to 31.01.15).

The new advert will also launch a campaign to discover how people like to enjoy our national dish. Consumers can create their perfect Chip Shop Fish Supper using Young’s new fun website and app, choosing which species they prefer and their favourite sides and accompaniments. The competition will run for 30 days from today (16th March) with daily prizes and the chance to win a seaside holiday.

Commenting on the news, Wayne Hudson, Managing Director of Young’s Seafood Limited’s Frozen Business said: “We’re very excited to celebrate the birthday of this iconic British brand. For 30 years, we’ve been giving our customers the authentic taste of the Chip Shop straight from the freezer and to celebrate we’re re-launching the range with new packaging and a great programme of support for the Brand.

Yvonne Adam, Marketing Director added: “This is an exciting time for Young’s Seafood. We’re delighted to be celebrating 30 years of Chip Shop with a brand new TV ad featuring Malcolm the Cat.  Our Young’s Chip Shop range remains a family favourite. Made with responsibly sourced fish and just 2.2% saturated fat, Young’s Chip Shop can be oven-baked at home and is just 243 calories per portion. Using a special blend of sunflower oil, Chip Shop is really good wholesome food, providing a balanced meal, any day of the week – fish and chips doesn’t just have to be a Friday treat. I can’t wait to find out how the Nation eats their Fish and Chip Supper.”

The TV advertising campaign will continue throughout the year, alongside additional content on YouTube and social media. Promotional activity will include in-store marketing and a range of promotions.