Young’s Seafood’s brings all new ‘Lighter’ option to its best-selling Chip Shop range

Young’s Seafood has expanded its best-selling Chip Shop range with the launch of Chip Shop Lighter, offering shoppers battered fish with 45% less saturated fat.

The all new lighter recipe battered cod fillets are set to appeal to a more health-conscious shopper and bring incremental growth to the category by breaking down key barriers to entry.

Young’s invested significant time and effort into redeveloping their signature recipe for the £43 million brand which saw sales up 14%** per cent in 2019, making it the Frozen category’s best performing battered fish brand.

This launch comes as another key milestone in the company’s major investment into reaching new consumer groups. This has included a complete overhaul of its core packaging design and the multi-million-pound Masters of Fish campaign, which will now also feature the Chip Shop Lighter range. Millions of health-conscious shoppers will also be targeted with the range through digital advertising across a range of platforms.

The new Chip Shop Lighter cod fillets will hit the shelves in Tesco, Asda and Waitrose this month.

Jason Manley, marketing director at Young’s Seafood said: “After many months of development and research, we are excited to finally bring this product to the market. Chip Shop is one of the most loved frozen ranges in Britain and we want to make sure everyone could enjoy the great taste of these products.

“Saturated fat can be a category barrier so we’ve created a great, tasty alternative to the core Chip Shop range, allowing more consumers to enjoy a delicious battered fish fillet, without worrying about the fat content.

“This launch is part of a wider investment to reach new audiences for Young’s, following on from our Masters of Fish launch, and is a great demonstration of the momentum we are driving in the industry.”

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