Grimsby-based seafood processor is adding a lighter variety of its traditional Chip Shop battered cod fillets to its product mix, in a bid to attract health-conscious shoppers to the brand.
The new lighter recipe offers 45 percent less saturated fat compared to the original product. Sales of the traditional recipe increased 14 percent in the 52 weeks leading to Jan. 26, according to market research company IRI.
“Saturated fat can be a category barrier so we’ve created a great, tasty alternative to the core Chip Shop range, allowing more consumers to enjoy a delicious battered fish fillet, without worrying about the fat content," said Young's Marketing Director Jason Manley.
The product will hit retail stores Tesco, Asda and Waitrose this month.
The launch is part of the company's larger strategy and investments to take on new consumer groups.