Young’s, the nation’s favourite in fish, has launched a NEW range of Light and Easy frozen ready meals, targeting the health conscious consumer and supported by a marketing campaign.
The range consists of 7 recipes, all low in fat with 30% less fat than Young’s standard range of meals and all under 300 calories per serving. Providing convenience with no compromise on taste, the new products can be cooked in either the microwave or oven.
They add to the success of Young’s ready meals range which consist of the best selling ready meal in the country, Admiral’s Pie.
As with all Young’s products, Young’s Light & Easy meals offer the added reassurance of the Young’s ‘Fish for Life’ label – confirming that they are made with fish that has been responsibly sourced.
Young’s is supporting the new launch with a £500k marketing campaign which includes print advertising in women’s titles, PR and in-store activity. Shoppers will be invited to try a hot sample of the new range and offered a money off coupon.
Lauren Moore, Young’s Seafood Light & Easy Brand Manager, comments, ‘This is a really exciting new launch for Young’s. Our research shows that there is a definite opportunity to add value to the calorie control meals sector.
“We believe that Light & Easy will tap into this fast growing trend where consumers are seeking lighter ready meals that are easy to cook without compromising on taste and quality.”
The range includes: Smoked Haddock Bake; Fish Bake with Carrots and Peas; Fish Bake with Broccoli and Sweetcorn; Fish Fillet in a Cheese and Chive Sauce with Carrots and Green Beans; Fish Fillet in a Parsley Sauce with Carrots and Peas; Salmon Crumble; Ocean Crumble and Prawn Curry with Rice.
The Light and Easy range from Young’s is priced at £1.75 and is available in Morrisons, Asda, Sainsbury’s and Tesco stores nationwide.
Source: Youngs
