Young’s Gastro is strategically expanding its global product range with the launch of three innovative offerings inspired by Indian cuisine.
Under Young’s ‘restaurant inspired’ Gastro brand, the new line, Taste of India, features three captivating products: <strong>Masala – Garam Masala, Chilli & Coriander Breaded Fish Fillets</strong>, <strong>Kerala – Coconut, Garlic & Coriander Breaded Fish Fillets</strong>, and <strong>Amritsari Street Food – Ginger, Garlic & Red Chilli Tempura Battered Mini Fish Fillets</strong>.
This launch follows the remarkable success of the Taste of Asia range introduced in March, which attracted a younger demographic, generated over £2 million in retail sales, and became the biggest frozen fish launch of the year so far (NIQ 15th June 2024).
Younger consumers are increasingly drawn to global cuisine, which now represents 30% of all lunch and evening meal occasions (Kantar – State of the Nation 2023). The new Taste of India range combines unique international flavors in beloved breaded and battered fish formats that consumers cherish.
Research indicates that 75% of all coated fish is served with chips. However, a staggering 70% of shoppers expressed willingness to enjoy coated fish with rice or noodles if the flavor were suitable (3GEM – October 2020, Online with 518 shoppers).
By adding the Taste of India range to the Gastro brand, Young’s enhances its offering, providing shoppers with diverse flavors and convenient ways to savor fish.
Young’s has drawn inspiration from the authentic and exotic flavors of Indian cuisine, skillfully blending delicate herbs and spices to create vibrant fish dishes that deliver bold taste experiences.
The <strong>Masala – Garam Masala, Chilli & Coriander Breaded Fish Fillets</strong> (270g, £4.75 RRP) reinterpret a classic Indian fish dish, making them an excellent match for a fresh salad and kachumber.
Inspired by Kerala’s picturesque Malabar coast, the <strong>Kerala – Coconut, Garlic & Coriander Breaded Fish Fillets</strong> (270g, £4.75 RRP) are best enjoyed with a flavorful vegetable curry and steamed rice.
The <strong>Amritsari Street Food – Ginger, Garlic & Red Chilli Tempura Battered Mini Fish Fillets</strong> (300g, £4.75 RRP) draw inspiration from traditional Indian street fare, making them ideal for lighter meals paired with naan bread and raita.
Kevin Sinfield, marketing controller for Young’s Gastro, highlighted the appeal of the Taste of Asia range, emphasizing its role in “creating new consumption occasions by inspiring new ways to enjoy fish outside of the traditional fish and chips combination.”
Sinfield added, “Indian food is one of the UK’s favourite cuisines. It seemed only right to expand the Gastro range to bring these authentic, delicious flavors to the category and offer more options for consumers to enjoy the great taste and health benefits of seafood.”
The products will initially launch in Iceland and Sainsbury’s in September, with additional listings anticipated to follow.
