Young’s drives premiumisation in frozen seafood with new Gastro Luxury Fish Pie. Young’s, the UK’s No.1 seafood brand, is expanding its restaurant‑inspired range ‘Gastro’ with the launch of the Young’s Gastro Luxury Fish Pie, designed to attract more shoppers into frozen seafood by offering a richer, more indulgent meal occasion.
Rolling out into major retailers over the coming weeks, the single‑serve Luxury Fish Pie brings together four types of seafood – Atlantic Salmon, Pollock, Smoked Pollock and King Prawns – in a mature cheddar and white wine sauce, topped with mashed potato, and a cheddar and chive breadcrumb for added texture and depth of flavour.
Building on Gastro’s 15‑year leadership in premium frozen seafood, the launch responds to continued demand for high‑quality, restaurant inspired choices that help shoppers trade up and recreate a great dining experience at home.
Kevin Sinfield, Marketing Controller at Sofina Foods Europe, home of Young’s Seafood, said:
“Seafood shoppers are of exceptional value to retailers, spending around £1,000 more per year in grocery than non‑seafood shoppers. They’re also more likely to trade up, adding complementary items like wine or desserts, and build bigger baskets overall [1]. 10% of Youngs Gastro purchases include wine, showing how premium seafood lifts the whole occasion and can create a more elevated at-home experience.”
The launch also supports a broader category need to help shoppers expand their seafood repertoire beyond traditional fish & chip dishes. The Luxury Fish Pie offers an easy and convenient route into enjoying a wider variety of seafood at home.
Kevin added:
“Young’s Gastro has always been about bringing restaurant inspiration into the home, and our new Luxury Fish Pie takes that to the next level. As consumers look for more elevated yet convenient meals, this dish offers a premium seafood experience that feels like a real treat, without the cost of dining out. It also helps inspire people to enjoy a broader range of fish, which is something we know is important for the future growth of the category.”
Young’s Gastro Luxury Fish Pie (370g, RRP £4.75) is available in Morrisons, Sainsbury’s and Tesco, with rollout into Iceland and Asda in April 2026.
Sources:
[1] Numerator August 2025 – Regular Fish Shopper