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| Bottom: Young's has teamed up with Mitch Tonks, the award winning fishmonger, writer and chef. |
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Brand Success |
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When we became independent again in 1999, our flagship Young's brand was purely focused on frozen and had sales around £100m. Since we relaunched it in 2000, we have succeeded in bringing our branded sales to more than £255M. Continued investment has helped to ensure that Young's remains one of the UK's fastest growing food brands.
Now the unquestionable UK leader in both frozen and chilled fish, Young's is increasingly recognised as such by consumers - and recent research showed it to have achieved its highest-ever spontaneous awareness. This was underlined in our Bicentennial year when Young's was invited to feature in the annual book of 'Superbrands' - alongside iconic names such as Coca Cola, Audi, Muller and Shell.
We continue to plan new initiatives to stimulate further growth for Young's - recent major stepping stones have included the reinvigoration of Chip Shop with a new 'Better for You' proposition, and transforming the market for frozen natural fish, now one of the fastest growing segments of the seafood market.
Driving continued development for Young's involves a combination of hard work and investment - plus our unrivalled understanding of the seafood market and the needs of consumers. Young's is not about temperature - it's neither a 'frozen' brand or a 'chilled' one. Rather, we choose whatever format is most appropriate to our goal of making fantastic seafood easy and accessible for everyone. |
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