Young's to introduce 'healthy heart' range

by Nicola Clark, Marketing 25-Jan-06

Seafood firm Young's has developed a range of products it claims is good for the heart to capitalise on the trend toward healthier eating.

The health benefits of the Young at Heart line, which contains Omega-3
and other fish oils, have been approved by the Joint Health Claims
Initiative, a venture set up by consumer bodies, food-enforcement bodies

and trade associations. They will be highlighted by the inclusion of a

prominent heart motif on its packaging.

The range of chilled products will include Mackerel Crisp Bakes and
Salmon Fillets with Mediterranean Dressing.

The launch follows a recent drive by Young's to promote the healthiness
and freshness of its products, using the strapline 'From sea to
plate'.

It is also part of a wider push by the brand to reposition itself as a
healthy option, moving it away from the downmarket image traditionally
associated with frozen fish and chips.

Young's has undertaken a substantial amount of new product development
in the past year, primarily in the chilled category and at the premium
end of the market.

Last July the company celebrated its 200th anniversary with the
introduction of Young's to Go, a seafood snack range that includes Tuna
Pate with Breadsticks and Seafood Sticks and Dips.