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YOUNG'S Seafood has added a new dimension to the convenience fish market with the launch of its Easy Cook range into three major supermarket chains - Asda, Sainsbury and Tesco.
The "easy cook, no mess" concept has been taken up a notch with ready-prepared pre-cut pieces of natural fish fillet, to make it quick and easy to cook responsibly sourced fish at home. In a first for the category, consumers will be able to buy single species chunks of ready to cook frozen fish and then mix and match these as they like in their recipe.
The ‘Easy Cook’ range of 100 per cent fillet pieces includes three different SKUs: White Fish Fillet Chunks, Pink Salmon Fillet Chunks and Smoked Fish Fillet Chunks, which enables consumers to try different kinds of fish as part of a mixed fish dish. The skinless and boneless fish is ready to cook from frozen, and each 250g pack serves two people.
Natasha Gladman, Marketing Director at Young's Seafood Limited, said: "The launch of our ‘Easy Cook’ range will help encourage more people to cook their own fish meals at home. Our research shows that consumers want a wider variety of ways to enjoy responsibly sourced fish. But right now people in the UK currently only eat fish 1.4 times a week, which is still well below the 2 times a week level recommended by the Government.
“The challenge isn't just to get consumers to buy responsibly sourced fish, but to help them find ways to include it more often in their weekly meals. We identified that 1 in 4 uses of natural fish was to make a homemade fish dish, but that these took longer than the average 35 minutes taken to prepare an evening meal. One of the ways in which Young’s has responded to the need for greater convenience is by launching ‘Easy Cook’, which is pre-cut into small pieces to reduce preparation time."
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