Global ambition unveiled by Young’s Seafood as 5,000 US stores stocked

By Grimsby Telegraph | Posted: 11 Jan 2018

MORE than 5,000 stores in the US are now stocking Young’s Seafood products, with Grimsby’s Dock Tower helping underline the British heritage it is hoped will help make US shoppers part with their dollars. 

Major multiple retailers Walmart, Sam’s Club and a number of brands operated by global giant Ahold are now selling the frozen fish dishes processed by the Grimsby giant, in a milestone first step for significant plans to build on the UK market-leading position in new regions.

Europe and China could follow for the company, after achieving national distribution status in the US with the Signature range.

The big splash Stateside has been secured through a close working relationship between Young’s executives at Ross House and The Fishin’ Company, one of the largest US-based seafood suppliers,  operational in 47 states. 

READ MORE: Grimsby's fish fingers lead seafood giant's proud salute to UK production

Frank Green, (pictured right) sales director at Young’s Seafood, said: “Young’s Seafood is number one in the UK and as a category brand leader we want to grow our distribution network into other markets. 

“We did extensive research and the US seemed an obvious place to start, as it has a strong frozen food category.  

“We know that British provenance is a key selling point in the US, so we are confident that the brand will be well received by US consumers based on the initial retailer feedback.”

The new US Young’s ranges includes Wild Caught Cod Fillets in Beer Batter, Wild Caught Haddock Fillets in Beer Batter, Flipper Dippers and Crispy Battered Cod and Chips, Wild Caught Chunky Haddock Fillets in Light Crispy Batter and Wild Caught Chunky Cod Fillet Fingers in Light Tempura Batter. 

Newly designed packaging, featuring Young’s British heritage, is being rolled out across these ranges specifically for US export, with the Grimsby-themed seascape remaining at the fore.

The partnership between Young’s and The Fishin’ Company was announced in September, at which point two retailers had been identified. Since then the distribution has been further expanded, leading to the huge listing now revealed. 

Young's has seen major consolidation in Grimsby in recent years, and the addition of a significant new volume demand would come as a huge boost for the town teams, where three factories are operated, employing around 2,000 staff. 

The transatlantic venture follows town rival The Saucy Fish Co’s launch there three years ago.

READ MORE: Today's main headlines from Humberbusiness.com 



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