Young’s Chip Shop launches Jumbo Cod to target ‘fakeaways’

Young’s Chip Shop, the no.1 in frozen battered fish, is launching its new Jumbo Cod Special to appeal to consumers wanting the genuine takeaway experience of the local chippy at home.

Replicating the jumbo size portions of the fish and chip shop, the new mammoth Atlantic cod fillets have been launched in response to the growing number of consumers looking for tasty, affordable alternatives to the local takeaway, at a time when the cost of an average fish and chip meal has risen to over £10.88.[1]

At 240g per fillet, the Jumbo Cod Special Fillets are over twice the size of Young’s bestselling Chip Shop Large Cod Fillets, and are coated in the brand’s signature crispy, bubbly batter, offering the perfect hassle-free treat for fish and chip afficionados.

The new launch comes after a period of strong growth for Young’s Chip Shop brand, as more shoppers are buying more frequently [2]. It is now worth £49.8m and has grown +17.3% in volume over the past year [3], outperforming the wider frozen seafood category as shoppers seek out its affordable, chip shop quality.

Young’s Chip Shop Jumbo Cod Special (2 x fillets, 240g per fillet, RRP £6.75) will be available in Sainsbury’s, Asda and Morrisons by end September with other good retailers to follow.

Matthew Wilson, Marketing Controller for Young’s Chip Shop, said: “Young’s Chip Shop is loved by consumers for its succulent fillets and crispy bubbly batter, which is reflected in the strong growth we’ve seen for the brand over the past year.

“Consumers told us they wanted a true jumbo-sized fish from their favourite Chip Shop brand so they could even better replicate the taste of the fish and chip takeaway at home, which is where the inspiration for our Jumbo Cod Special came from. With the same taste and texture that shoppers love in a larger format, the new Jumbo Cod Special really does deliver on our promise to offer the ultimate taste of the chippy at home.”