Young’s expands in US market

SIX months after Young’s Seafood launched its brand in the US it has announced further growth with increased distribution, new products and extensions to the existing lines.
In January 2018, Young’s entered the US market in partnership with the Fishin’ Company by securing national distribution at Walmart, Sam’s Club, and several grocery chains operated by Ahold Delhaize.
Seven of Young’s products were featured in more than 13,000 distribution points. The success of this move will be expanded upon by increasing US distribution through partnership with the Albertsons Safeway group into Safeway Northern California and Jewel-Osco.
This will add an additional 1,300 points of distribution for Young’s fish dishes in some of the premier food markets in the US.
Bill Showalter (pictured), CEO of Young’s Seafood, said: ‘Driving exports is a key pillar of our strategic growth plan and the continued success in the US market demonstrates the strength and popularity of our brand.
‘The expansion in North America highlights the significant scope we have to grow sales outside of the UK, where Young’s Seafood is the number one fish and seafood brand.
‘Our consumer research highlights that British provenance is a key selling point in the US, where we are now one of the fastest growing brands, and we believe there is scope to replicate this success in Europe, China and many other export markets.’
Ryan Grace, president of the Fishin’ Company, said the expansion will more than double the items sold in the US market.
‘This will launch in the fall and we are looking forward to supporting this additional business and partnering with Young’s to increase seafood consumption.’
The US packaging highlights that Young’s is ‘Made in Britain’ and features Young’s British heritage. Young’s executives are currently visiting retailers in China to build the brand in this market during 2018/19.