Grimsby’s Young’s Seafood is looking to take its UK-leading credentials into Europe.
Britain’s biggest branded seafood business is to exhibit at the European Seafood Exhibition for the first time as it looks to replicate its domestic success across the Channel and beyond.
Taking place in Barcelona next week, having moved from its long-established hosting in Brussels, Young’s will exhibit alongside parent company Sofina Europe. Work on the Catalan stage could lead to several new countries embracing the retail favourite that is storming the performing strongly, with value sales up 11.5 per cent, well above the 7.7 per cent growth in frozen seafood overall.
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Ranges being exhibited include Young’s Gastro, the number one premium frozen fish brand, which has welcomed more than 500,000 new shoppers over the past year. Sub-zero sales thrive in times of economic caution, with an acute awareness of zero waste, and the town giant has found consumers looking for fish options that can replicate their favourite restaurant meals in the cost of living crisis.
Paul Craft, chief commercial officer at Sofina Europe, said: “Young’s Seafood is the biggest and most successful branded seafood business in the UK so we are looking forward to being able to showcase our expertise and successful ranges at SEG Barcelona for the first time. “With a recent brand refresh that reflects the Young’s modern legacy and a host of exciting new product development over the past year, it’s a great time to be able to attend and introduce our market leading brands and capabilities to the European market.”
Alongside the Gastro range, Young’s will be showcasing its bestselling Chip Shop range, which recreates the famous British ‘Chippy Tea’ experience at home and is the nation’s favourite battered fish brand, as well as its core range of fish fingers and family friendly products.
It comes after significant investment into the brand, with the story of the company’s founder, Elizabeth Young brought to life. She first started selling whitebait on the banks of River Thames in 1805.
Previously leading figures at Ross House have backed the wider Grimsby promotion at the huge show, which attracts industry, retail and foodservice representatives in their thousands. Former chief executive Wynne Griffiths CBE, a passionate advocate of the cluster, was a regular visitor as part of a strong town contingent.
Sofina and Young's vice chair, Simon Smith, also brought a prestigious industry award home from the show with previous employer Seachill, now Hilton Seafood. It wn the Seafood Prix d'Eite for the introduction of the Saucy Fish Co range back in 2010.
Young’s will be located in Hall Four at the show, which takes place from April 25 to April 27.
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