Young's Fresh Fish

Young's marketing communications controller Helen Taylor has attributed this notable performance in part to the brand's communication of core messages.

“Consumer insights showed us there was a strong but latent desire to eat more fish, propelled by the Government highlighting its healthiness and initiatives advising consumers to eat fish twice a week,” says Taylor.

“We've put video recipe podcasts on our website, and consumers can also contact our customer careline for advice on how to prepare fish meals.”

As well as inspiring consumers how to cook fish, Young's also improved on a number of recipes and introduced a raft of npds including prawns, salmon en croute, coated breaded fish and seafood snack pack products.

As with Young's Frozen Fish, the company's dedication to sourcing sustainable MSC certified fish was a hit with consumers. The latest launch – Young's Great Grimsby range – includes a 100% sustainable cod fish finger and Taylor says this range has seen “some really promising initial sales” and there has been “a great response to advertising”.

Designed to celebrate Young's 200-year heritage and Lincolnshire provenance, Taylor says the traditional products in the Great Grimsby range (which includes Five Fish Pie and Smoked Haddock Fish Cakes in chilled), reinforced by the use of local Lincolnshire products, has helped to drive an authentic and wholesome identity.

“Knowing the products have been manufactured in Grimsby has proved very popular with consumers,” says Taylor.

“We have made sure we have maximised all local provenance opportunities and tried to source the best peas, wheat and potatoes that Lincolnshire can offer.”

2007 £81.0m
2006 £65.3m
yoy change 24.1%