Young’s lands Jamie Oliver frozen first
The 12-strong Jamie Oliver range, due to launch next month, features Marine Stewardship Council-certified Pollock, Alaska salmon and Scottish-landed North Sea whiting.
Jamie Oliver said: “There might be people saying ‘why has Jamie gone into frozen?’ My fish with Young’s is frozen within a matter of hours of being caught. At its best, locking in all that fantastic flavour, no mucking about.
“It’s about making simple, delicious food accessible and affordable without compromising on the environment.”
Major launch imminent
A Young’s spokeswoman confirmed that the firm has a number of other new product launches coming up, including a “really big range” in September.
The Jamie Oliver range includes crispy salmon & pollock fishcakes with a hint of basil & Parmigiano Reggiano cheese and Fish fingers made with 100% Alaska pollock fillet.
All products are made with fish fillets not minced fish, and manufactured in Grimsby. Breadcrumbs in the range are free from artificial colours and made from tin baked loaves.
The range will be stocked in Asda, Co-op, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose.
Oliver already has branded items including pork sausages, gnocchi, cured ham, olive oil, balsamic vinegar, seasonings, dried pasta and pasta sauces on sale in supermarkets.
In-store support for the Jamie Oliver frozen fish range will include branded point of sale materials in the major multiples.
