Young’s Seafood Launches Extra-Large Haddock Fillets in UK

Young’s Seafood, a leading processor in the UK, is expanding its Chip Shop brand with the introduction of “extra large” haddock fillets. This new product is aimed at consumers looking for restaurant-quality fish that they can enjoy in the comfort of their own homes.

The extra-large haddock fillets come in a pack of two and weigh 300 grams each. They are designed to cater to the demand for larger fillets that offer the same quality and portion size as traditional takeaway fish options. Matthew Wilson, interim marketing controller at Young’s, emphasized the growing preference for bigger fillets among shoppers.

Young’s has already seen success with its extra-large cod fillet range, which has become one of the best-selling frozen battered cod options in the UK. In 2024, the range generated £11.7 million in retail sales, with an impressive annual growth rate of 17.9%. The Chip Shop brand, under which the new haddock fillets are being introduced, is now valued at £51 million, having experienced 16.2% volume growth and 9.6% value growth in the past year.

“Haddock has traditionally been popular in Scotland and the north of England for battered fish sales, but we are witnessing a rise in demand across the country,” Wilson explained. “As more consumers look for larger fillets, the timing is perfect for us to launch our extra-large haddock fillets, offering customers even more choice alongside our existing bestsellers.”