Young's Frozen Fish

This places the brand in striking distance of Birds Eye Frozen Fish which came in at 26.

It was messages of sustainability and health which helped to drive growth across the Young's brands, starting with a major rebranding, which rolled out across 350 skus last spring.

Significantly, the repackaging included the insertion of Young's 'Fish for Life' and the MSC certified logos on-pack, highlighting Young's commitments to provenance and sustainability.

In August, Young's also pledged to manufacture 35m sustainable ready meals a year, switching 21 core meals to MSC certified seafood.

While Young's marketing communications controller Helen Taylor says sustainability is not the primary concern for mums buying a convenient meal solution for their children's dinner, she says there is no doubt the issue has become more mainstream.

“Consumers across the demographics are now much more aware of the issue of sustainability. MSC sustainable seafood products are growing at 10.5% year-on-year and Young's has an 80% share of this £107m market,” says Taylor.

Taylor also says the Chip Shop range, relaunched in October 2007 using sunflower oil and with less than 5% saturated fat, has proved popular with health-conscious consumers.

“Consumers are recognising that frozen can offer quality and healthiness,” says Taylor. “The Chip Shop range with its lowered saturated fat is now more permissible and we've seen new consumers buying the product, as well as loyal consumers buying more frequently.”

2007 £151.2m
2006 £146.1m
yoy change 3.5%