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British seafood brand Young’s is aiming to 'reinvigorate' the breaded fish category with its new range, Young’s Breaded Fish with Flavour.

The range features two new breaded fish varieties: Garlic and Herb, and Paprika and Pepper. Young's hopes to appeal to a younger generation of shoppers with its latest launch, following research showing that the breaded fish category has been in decline over the past year. Designed for effortless midweek meals, the new fillets offer a convenient and versatile dinner option, and aim to drive growth in the category with on-trend flavours.

Matthew Wilson, interim marketing controller at Young’s, said: "Breaded fish has long been a staple in the seafood aisle, but it’s been missing the excitement of bolder flavours. We’ve seen great success innovating in battered fish, so we wanted to bring that same perspective to the breaded category. These flavours did exceptionally well in consumer testing, and we’re confident they’ll bring fresh energy to the category while helping retailers attract new shoppers."

Young’s has seen success with its other frozen offerings, including the Chip Shop, Gastro Taste of Asia and Taste of India ranges, and is using the same flavour formulas with this new launch.

Wilson continued: "With these exciting new products, Young’s is reaffirming its commitment to innovation and quality, making fish more accessible and appealing to all ages while ensuring midweek mealtimes remain deliciously satisfying".

The two new products are launching in 300g packs of two fillets at an RRP of £4.00. They are rolling out initially in Iceland, Asda and Morrisons during April, with further listings to come.