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.
Jamie Oliver says according to a press release, “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.”
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 share of the entire frozen fish sector, according to Kantar Worldpanel data.