Post by Patrick on Sept 17, 2009 12:55:33 GMT
ONE of Britain's family favourites, the fish finger, is about to go ping!
Grimsby seafood giant Young's has made them even easier to prepare by bring the first microwaveable version to the UK market.
And it would be ready to eat before you'd digested this article.
The innovators at Ross House are aiming the accessible and appealing snack to anyone who already loves a fish finger butty – with students and young adults highlighted as target consumers.
Launched across UK stores later this month, the snack potential will be drummed home in a marketing plan that pits the seafood legend directly against other microwave-friendly feasts such as burgers.
Charlotte Broughton, marketing controller for Young's, said: "The fish finger has been a traditional staple of frozen seafood for more than 50 years, but it is also a category 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 work until now on the reinvigoration of fish fingers has helped fuel a 7 per cent market growth in sales and taken Young's own brand share to more than 20 per cent for the first time – up from just 8 per cent two years ago.
It follows the spring launch of the 'Free From' range for niche health markets, the first such product in a supermarket freezer cabinet.
Supplied in 100g snack packs of four fish fingers, the Young's Micro Fish Finger is priced at 99p, with further innovations promised in coming months.
Jenny Braithwaite (24), a marketing representative from Humberston, was impressed with the new product. She said: "Everyone remembers fish fingers from their plates as children, and some of us have put them on our shopping lists as adults. Now with a microwaveable product out there it is a great snack to choose when you are on the go with such busy lifestyles we now lead."
Frozen food sales have recently crashed through the £5-billion mark, and in a value/waste conscious time of recession the freezer cabinet sales are racing at 6 per cent year-on-year.
Brian Young, chief executive of the British Frozen Food Federation has wholeheartedly welcomed Young's move.
He said: "It think this is a fantastic innovation. Hats off to Young's for coming up with something I am sure will be hugely popular and a great commercial success.
"A lot of the basics of what they are doing have been around for a long time, but they have got the technology and pulled them together for what is a great opportunity."
One of the best school meals used to be the end of term one - on the last day it was usually fish fingers, mashed potato and baked beans and all the bread you could eat as they got rid of the last lot.
So naturally I'd make Fish Finger, Baked Bean and Mashed Potato sandwiches!
Other than that I haven't eaten fish fingers since probably '88 or '89 they were never good value for money comeing in the large packs they did for a single person. The smallest being eight - but that would clog the freezer part of my fridge up and just not be worth it. Then I realised how disgusting they were and began to eat real fish instead!
Grimsby seafood giant Young's has made them even easier to prepare by bring the first microwaveable version to the UK market.
And it would be ready to eat before you'd digested this article.
The innovators at Ross House are aiming the accessible and appealing snack to anyone who already loves a fish finger butty – with students and young adults highlighted as target consumers.
Launched across UK stores later this month, the snack potential will be drummed home in a marketing plan that pits the seafood legend directly against other microwave-friendly feasts such as burgers.
Charlotte Broughton, marketing controller for Young's, said: "The fish finger has been a traditional staple of frozen seafood for more than 50 years, but it is also a category 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 work until now on the reinvigoration of fish fingers has helped fuel a 7 per cent market growth in sales and taken Young's own brand share to more than 20 per cent for the first time – up from just 8 per cent two years ago.
It follows the spring launch of the 'Free From' range for niche health markets, the first such product in a supermarket freezer cabinet.
Supplied in 100g snack packs of four fish fingers, the Young's Micro Fish Finger is priced at 99p, with further innovations promised in coming months.
Jenny Braithwaite (24), a marketing representative from Humberston, was impressed with the new product. She said: "Everyone remembers fish fingers from their plates as children, and some of us have put them on our shopping lists as adults. Now with a microwaveable product out there it is a great snack to choose when you are on the go with such busy lifestyles we now lead."
Frozen food sales have recently crashed through the £5-billion mark, and in a value/waste conscious time of recession the freezer cabinet sales are racing at 6 per cent year-on-year.
Brian Young, chief executive of the British Frozen Food Federation has wholeheartedly welcomed Young's move.
He said: "It think this is a fantastic innovation. Hats off to Young's for coming up with something I am sure will be hugely popular and a great commercial success.
"A lot of the basics of what they are doing have been around for a long time, but they have got the technology and pulled them together for what is a great opportunity."
One of the best school meals used to be the end of term one - on the last day it was usually fish fingers, mashed potato and baked beans and all the bread you could eat as they got rid of the last lot.
So naturally I'd make Fish Finger, Baked Bean and Mashed Potato sandwiches!
Other than that I haven't eaten fish fingers since probably '88 or '89 they were never good value for money comeing in the large packs they did for a single person. The smallest being eight - but that would clog the freezer part of my fridge up and just not be worth it. Then I realised how disgusting they were and began to eat real fish instead!
