In its continuing drive to reinvigorate the humble fish finger – Young’s Seafood is this month introducing the UK market’s very first microwaveable version.

It’s designed to make fish fingers even more accessible and appealing to anyone who already loves a fish finger butty – such as students and young adults.

Supported with a marketing plan designed to highlight its snack potential, the Young’s Micro product will also mean fish fingers can compete for the first time against other microwaveable snacks such as burgers.

Charlotte Broughton, marketing controller for Young’s says, “The fish finger has been a traditional staple of frozen seafood for more than fifty years but it is long overdue for some new thinking. The Micro version is a natural next step because it optimises all the obvious potential for fish fingers to compete in the market for nutritious quick snacks.”

Young’s recent work on fish fingers has helped fuel 7% market growth in sales and taken Young’s own brand share to more than 20% for the first time. This achievement is built on a number of new innovations including Young’s launch in April of its ‘Free From’ fish finger – the UK’s first branded ‘free from’ product in the frozen cabinet.

The Young’s Micro Fish Finger is supplied in 100g snack packs of 4 fish fingers priced at just 99p. It will be widely listed in UK stores by the end of this month.

Young’s is promising further innovations in its assault on the UK fish finger market over the next two months.


« Back