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US joy for Young’s with store and range boost

GRIMSBY seafood giant Young’s is increasing its presence in the US, with a 10 per cent increase in distribution, new products and extensions to existing lines –  six months on from its major Stateside launch. 

US joy for Young’s with store and range boost

In January, the Ross House team sent the first products across the Atlantic, working in partnership with The Fishin’ Company and securing listings at Walmart, Sam’s Club, and several grocery chains operated by Ahold Delhaize. Seven of Young’s products featured in more than 13,000 distribution points. 

The success of this move, and the popularity of the products, made in Grimsby, will be expanded upon by increasing the US distribution through partnership with the Albertsons Safeway group into Safeway Northern California and Jewel-Osco.  

This will add an additional 1,300 points of distribution for the fish dishes in some of the premier food markets in the US.

Bill Showalter, chief executive of Young’s Seafood Ltd, said: “Driving exports is a key pillar of our strategic growth plan and the continued success in the US market demonstrates the strength and popularity of our brand. The expansion in North America highlights the significant scope we have to grow sales outside of the UK, where Young’s Seafood is the number one fish and seafood brand. 

“Our consumer research highlights that British provenance is a key selling point in the US, where we are now one of the fastest growing brands, and we believe there is scope to replicate this success in Europe,

China and many other export markets. We aim to inspire people to love fish now and for generations to come and we’re delighted that more people around the world now have the opportunity to enjoy our seafood.”

The US packaging highlights that Young’s is “Made in Britain” and features new Dock Tower-focused master-branding. It comes as it works on a corporate response to losing £30 million of own-label work with Asda in white fish and prawns, a supermarket chain owned by Walmart, where some of the Stateside success with the Young’s brand is built.

Ryan Grace, president of the Fishin’ Company, said: “We are thrilled by the success Young’s products are experiencing in the US. It has been really exciting to see the overwhelming response to the high quality of

Young’s products from consumers all around the United States. This overwhelming positive response has laid the ground work to support the extension of the current product lines in the coming months to have over double the items sold in the US market.  This will launch in the fall and we are looking forward to supporting this additional business and partnering with Young’s to increase seafood consumption”.

Ross House executives are currently visiting retailers in China to continue the good progress with our plans to take further steps to build the brand in this market.

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