YOUNG’S has launched a new range of premium fish dishes in what it says is the start of the biggest seafood category shake-up of the year.

Young’s Fishmonger’s Choice range is designed to overhaul existing perceptions of frozen fish as well as present strong competition to the chilled equivalents already available on the market.

Developed with help from award-winning restaurateur and fishmonger, Mitch Tonks, Young’s Fishmonger’s Choice consists of two unique, single-serve recipes: prime fillet of Atlantic cod with roasted garlic, herbs and sun dried tomato (160g); and prime fillet of Atlantic haddock in a mild chilli and lemon dressing (160g).

Sealed in a unique Flavour-Lock Pouch^TM – developed by DuPont Teijin Films and the very first of its kind in the UK – the packaging replicates age-old cooking methods by acting like a roasting bag to evenly steam and bake each fillet whilst retaining the natural moisture and flavours of the dish.

Unlike conventional methods currently on the market, including plastic wrapping and plastic containers, each product is partially vacuum-packed to remove air and reduce the effects of oxidation, which can lead to the deterioration of frozen food.

The product is designed to be cooked straight from frozen, either in the oven (30 minutes) or the microwave (4-6 minutes).

Yvonne Adam, Young’s brand director, said: “As the experts in fish, it’s our responsibility to continually develop new, great tasting, consumer-centric products that will allow more people to enjoy the many benefits and variety of flavours that fish has to offer and make it easier and tastier for them to eat fish twice-a-week as recommended.

“This September’s launch is not just a one-off. It heralds the start of a long, exciting journey of NPD for Young’s, bringing our customers the very best fish from some of the most sustainable fisheries in the world. The Fishmonger’s Choice range will be extensively developed over the next three years with new innovations planned every six months.”

Mr Tonks said : “The launch of a range such as Fishmonger’s Choice is exactly what the category is crying out for. We’ve put our hearts and souls into developing frozen fish products that taste just as great, if not better, than chilled. We have refused to use anything other than the very best ingredients and both I and the Young’s team of seafood chefs have ploughed every ounce of our expertise and passion into these recipes. Our aim is to astound consumers with the quality and taste and I have no doubt we’ll achieve this.”

The new range will be available in major retailers from September (RRP £2.99). The launch will be supported by a promotional in-store price of £2 throughout October and November as well as via in-store marketing and national PR. In January 2011, it will be further supported above the line, primarily via a TV advertising campaign.