YOUNG'S have announced they are putting 25 per cent more fish into their biggest selling ready seafood meal - Admiral's Pie. The change will consolidate the product’s appeal to its millions of regular buyers as hopefully well as making it even more attractive to new consumers. Around 14 million Admiral’s Pie are sold every year which means one is eaten approximately every three seconds, according to the company.
They are made with chunks of wild Alaskan Pollock in butter sauce with a potato and cheddar cheese topping, it has proven consistently successful since it was first launched in 1992.
Young’s marketing manager, Matt Whelan, says, “Admiral’s Pie is already a winning formula – all we’ve done is add extra fish, which consumer feedback had suggested would be a welcome improvement. We fully expect this one change will bring in even more satisfied customers!”
Fish based ready meals represent one of the fastest growing sections of the frozen and chilled seafood business.The UK frozen fish pie market has shown strong growth over the last year and is currently worth well over £43 million. Sales of frozen fish and seafood products generally have risen at twice the rate of frozen foods in general.
The Admiral's Pie is estimated to have a brand value of at least £17-million to Young's.The group has two similar products among an already extensive ready meal range. They are Ocean Pie and Mariner's Pie, named in honour of Grimsby Town football team and the town where most of the products are made.
Should fisheries be closed during breeding time to allow stocks to reach more sustainable levels?
