Young’s Seafood, the UK’s leading fish and seafood company, is launching a range of new coated fish products that have been inspired by Asian cuisine.
The Taste of Asia range is part of Young’s’ restaurant-inspired Gastro brand and includes four limited edition products: Korean Inspired Chilli, Lime & Ginger Breaded Fish Fillets, Thai Inspired Sweet Chilli Breaded Fish Fillets, Japanese Inspired Lime & Soy Tempura Battered Fish Fillets and Thai Inspired Breaded Fish Cakes.
The majority of UK consumers serve coated fish with chips, but 75% of households would like to be able to create more varied dishes with fish if they are easy to make. With international cuisine growing in popularity, Young’s is introducing a range of tasty, coated fish products that can be served alongside noodles, rice or salad to add a delicious twist to midweek meals and inspire new consumption occasions.
The new range has distinctive flavour profiles inspired by the authentic, exotic flavours of South-East Asia to bring excitement to the frozen fish category. All of the products have classic breaded or battered coatings that shoppers know and love, which are delicious to eat and easy to cook at home.
Korean food has been rapidly increasing in popularity in restaurants over the past few years, and Young’s has brought together well known ingredients from this cuisine to create the powerful flavours of its Korean Inspired Chilli, Lime & Ginger Breaded Fish Fillets (270g, £4.75 RRP).
Taking inspiration from the sweet and spicy flavours of Thailand, Young’s’ Sweet Chilli Breaded Fish Fillets (270g, £4.75 RRP) and Thai Inspired Breaded Fish Cakes (400g, £4.50 RRP) are best served with a zingy Asian salad or alongside noodles and stir-fried vegetables to bring a fresh twist to mid-week dinners.
The final product in the range, Japanese Inspired Lime & Soy Tempura Battered Fish Fillets (270g, £4.75 RRP), offers a tangy, umami flavour that is unique to the category.
Young’s has also introduced a new pack design that retains the core features of the Gastro brand while differentiating with a new pattern and vibrant colours to create standout at the fixture.
Julian Fletcher, Marketing Director at Young’s Seafood, said: “We are always looking at new ways we can bring inspiration from the restaurant world to the frozen aisle, something which has helped drive the Gastro brand’s growth in recent years.
“With consumers looking to introduce more seafood in their diet, and their growing interest in global cuisine, we’ve created four new products that offer an easy way to bring more taste and excitement to fish at mealtimes.”
The products will be launching in Iceland in February, followed by Asda, Tesco and Sainsbury’s, with more listings expected to follow.
