In 2018, UK giant Young's Seafood announced it was storming the US market with an ambitious plan to elevate its frozen seafood brand beyond just a British favorite, claiming research showed Americans were ready for something different.

Through an exclusive partnership with US distributor The Fishin' Company, Young's said its products would be rolled out in Walmart, Sam's Club and other national supermarket chains.

Three years later, it appears that either its research was faulty or Young's execution of its plan was flawed.