YOUNG’S GOES BIG TO REIGNITE FISH FINGER CATEGORY

Young’s goes big to reignite fish finger category. New jumbo launch aims to reel in adult appetites.

Young’s Chip Shop, the UK’s No.1 in frozen battered fish [1], is expanding its bestselling Jumbo range with the launch of Chip Shop Jumbo Fish Fingers, a more substantial, adult-focused twist on a household favourite.

Available in ASDA from July, before rolling out to additional retailers from September, the new product features four 80g Alaska Pollock fish fingers, coated in Young’s signature crispy, bubbly Chip Shop batter. Generously sized and packed with flavour, Young’s Chip Shop Jumbo Fish Fingers are made for the ultimate fish finger sandwich, bringing a more indulgent twist to one of the nation’s favourite comfort foods.

The launch is designed to attract adult consumers and re-engage lapsed shoppers within the fish finger category, responding to growing demand for more satisfying, indulgent seafood options. By moving beyond the traditional children’s tea occasion, Young’s is creating new opportunities for shoppers to enjoy fish fingers as a satisfying meal option in their own right.

The launch builds on the success of the Young’s Chip Shop brand, worth over £45m [3], and the Jumbo Fish Special, which has generated over £3m RSV in its first 12 months [4], and brought 38,000 new shoppers into Frozen Fish [5]. The range has demonstrated strong shopper appetite for bigger, more indulgent formats while highlighting the opportunity to drive trade-up within the category.

With the average price of fish and chips rising by 79% in the past seven years [6], more shoppers are turning to quality at-home ‘fakeaway’ alternatives, positioning Chip Shop Jumbo Fish Fingers as an affordable and convenient way to recreate the chippy tea experience at home and unlock new consumption occasions.

Kevin Sinfield, Marketing Director at Young’s, said:

“Fish fingers are one of the nation’s most loved comfort foods, but they’ve largely been left in the kids’ tea category for too long. We saw a real opportunity to reimagine them as something more indulgent, as a proper, grown-up fish finger that still delivers that nostalgic chip shop feel.

“Whether it’s creating the ultimate fish finger sandwich or cooking up an easy weeknight treat, this product is about giving shoppers a bigger, more satisfying way to enjoy a classic, and a reason to fall back in love with fish fingers again.”

Young’s Chip Shop Jumbo Fish Fingers (4x 80g, RSP £3.95) is now available in ASDA, with rollout into additional retailers from September 2026.