Young’s Seafood has announced the expansion of its ‘Simply’ portfolio with the launch of a new line that aims to attract a younger, ‘foodie’ audience to the frozen category, according to a company press release.
The ‘Simply Bake’ line is described as “chef-inspired, hand-wrapped, deliciously healthy fish dish ready to cook straight from the freezer”. Hand wrapped in paper (‘En Papilotte’), the line allows consumers to simply “bake, unwrap and enjoy a healthy, high in protein meal that’s low in calories”.
Young’s is launching Simply Bake first in Sainsbury’s with two variants – Cod Fillet with Sundried Tomatoes & Garlic Butter, served with Mediterranean vegetables; and Basa Fillet with Miso Dressing, served with peppers, pak choi, soy beans and spring onions – each of which are suitable for one person.
Yvonne Adam, marketing director of Young’s Seafood, said: “We are continuing to use our new ‘Simply’ platform to revolutionize the freezer aisles with innovative, convenient products of the highest quality. Simply Bake taps into the health mega trend, as more consumers ask for meals that are high in protein, low in calories and taste delicious.”
The launch of Simply Bake follows the introduction of Simply Steam to the fish ready meals category.