UK processor Young’s Seafood is bringing back its Hooked brand with the launch of a new hot smoked seabass product in Waitrose on 22 July, reports The Grocer.

It is the first time the Hooked brand has been seen for more than three years after its original launch as a frozen range in Iceland in 2016.

"The revival of the brand comes as we look to provide a fresh, modern proposition to the chilled market to attract new, younger shoppers to the category with innovative product launches, and the Hooked brand is the perfect identity to do this with," said Philip White, commercial manager at Young's.

Young’s is aiming to bring more products into the range, he added.

It is the latest chilled seabass launch from the seafood supplier after it unveiled an added-value seabass range last year.

Like the recently launched New England Seafood chilled seabass products, Young’s seabass is farmed in Turkey.

Young’s said it had seen a boost in popularity for chilled seabass products but had identified a gap in the market for ready-to-eat options – a format in which the seafood supplier said many other species were available, and broke down “traditional barriers” to entry in smoked fish.

“We really wanted to open up the chilled market to a broader range of shoppers,” said White.