Young’s Seafood has scored a double win for its growing Gastro Bakes brand after gaining significant new listings and securing major funding from the Association of Genuine Alaska Pollock Producers (GAPP).
The two pack 340g Mediterranean Tomato and Cheese & Leek Gastro Bakes using 100% Wild Alaska Pollock will now be stocked by Iceland, the UK’s fastest growing retailer and second largest retailer of frozen fish*, across 900 of its stores.
Young’s Gastro Bakes have proved a hit with consumers, growing by 9.7% in the last 12 months and bucking the trend in the recipe category which has declined at -5.9% in the same period.*
Following the stiff competition for the investment funds, Craig Morris, GAP CEO congratulated those who were approved funding. He said, “These new products represent the versatility of Wild Alaska Pollock and our collaboration will help consumers understand the vast delicious meal and snack options that come with this fish.”
By offering consumers ‘restaurant quality fish at home’ the Young’s Gastro brand has achieved record sales of £72.9m, +17% YOY in 2020 and as the leading premium fish brand in the category for 10 years, over 6m households bought a Gastro product in the last year**.
Gareth Roberts, Head of Category Management at Young’s Seafood, said: “Gastro is one of our most successful brands, it appeals to a wide range of people because of the way it fits many delicious meal occasions. And so we are pleased to be introducing the products into to the UK’s fastest-growing retailer, and to have secured this funding support.
“The potential in Gastro Bakes is significant and it’s also a great product to help demonstrate the many benefits of Alaska Pollock, from its fabulous flavour to its flexibility. Young’s has a strong relationship with GAPP members and looks forward to continuing to work together on further exciting NPD going forward.”
*52 wk Kantar data to 06.09.20
**52 wk IRI data to 06.09.20