Jamie Oliver by Young's range is really helping to change perceptions of what the frozen fish category can offer (Photo: Young's)

Jamie Oliver Promotes His Sustainable Fish Range by Young’s

TV chef Jamie Oliver is returning to the screens in a new television advertising campaign with Young’s Seafood Limited.

The Jamie Oliver by Young’s range has performed well since its arrival in September 2011, and it is continuing to attract new customers to the frozen fish category. Retail sales have exceeded targets and the range has already achieved a strong market share.

Jamie Oliver Fish Cakes, in particular, are continuing to drive sales, and have already grown the Frozen Fish Cake category by one third, according to Kantar Worldpanel data.

Crispy Pollock Fishcakes with crunchy parsley breadcrumbs and, Crispy Salmon & Pollock Fishcakes with a splash of lemon & a hint of parsley

Jamie Oliver says, “I’m thrilled that we’ve won over thousands of families and won over all these new frozen fish fans. I know that parents have struggled in the past to make fish a part of their children’s diets so I wanted to create a range with Young’s that was not only tasty and affordable, but also easy to cook for busy families.”

Natasha Gladman, Marketing Director at Young’s Seafood Limited, said: “The Jamie Oliver by Young’s range is continuing to grow and redefine the sector by attracting new customers to frozen fish. The range is really helping to change perceptions of what the frozen fish category can offer, and we’re delighted to see the range performing well.”

Jamie Oliver by Young's fish pie, layered with chunks of Alaska salmon fillet, tasty broccoli, a creamy sauce and a smooth potato mash

The Jamie Oliver range has helped support an overall growth in Young’s Seafood Limited’s market share over the past 12 months. The Grimsby-based seafood supplier has achieved accelerated growth in a number of key categories since July, including Breaded, Scampi and Fish Cakes.

Young’s Seafood Limited ended the year with a market share value of over 25 percent for the entire frozen fish sector, according to Kantar Worldpanel data.

Jamie Oliver is a phenomenon in the world of food. He is one of the world's best-loved television personalities and one of Britain's most famous exports. Jamie has had huge success with television series.

Jamie Oliver

Jamie has inspired people to spend more time enjoying being in the kitchen – and even start growing their own food. His programs have now been broadcast in over 100 countries including the United States, Australia, South Africa, Brazil, Japan and Iceland. Having been translated into over 30 languages, the accompanying cookbooks are bestsellers not only in the UK but across the world.

The high street restaurant collection 'Jamie's Italian' is hugely popular across the UK and the Fifteen restaurant group which he founded in 2002, provides training for young people in three locations around the world as well as producing food of the highest quality.

Jamie's newest restaurant, Barbecoa in London, is a partnership with American chef Adam Perry Lang.

About Young’s Seafood Limited

Young's headquarters

Young’s Seafood Limited is a British producer and distributor of frozen, fresh, and chilled seafood, supplying approximately 40 percent of all the fish eaten in the United Kingdom every year.

The company is headquartered in Grimsby, the traditional home of British fish.

For over 200 years, the Young's name has been associated with great seafood.

Now that heritage is combined with its global sourcing, technical, marketing and chef skills, confirming Young’s as a world class independent food company and fish specialist.

Source: Young's

Margaret E.L. Stacey
Editor Companies and Products
[email protected]
www.seafood.media

Address:	Ross House, Wickham Road
City:	Grimsby
State/ZIP:	England (DN31 3SW)
Country:	United Kingdom
Phone:	+44 1472 585 858
E-Mail:	[email protected]
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