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British seafood brand Young’s is broadening its product range with the launch of its new 'Taste of India' line, featuring three innovative fish products inspired by the region's cuisine.

This expansion follows the success of the company's 'Taste of Asia' range, which has reportedly generated over £2 million in retail sales since its debut in March.

The 'Taste of India' range includes three distinct offerings: Masala – Garam Masala, Chilli & Coriander Breaded Fish Fillets; Kerala – Coconut, Garlic & Coriander Breaded Fish Fillets; and Amritsari Street Food – Ginger, Garlic & Red Chilli Tempura Battered Mini Fish Fillets.

Each product aims to cater to the growing consumer interest in global cuisines, which now accounts for 30% of all lunch and evening meal occasions in the UK.

Market research indicates a significant shift in consumer preferences, with 75% of coated fish traditionally consumed with chips. However, 70% of shoppers expressed a willingness to try coated fish with rice or noodles if the flavour profile aligns with their tastes.

This insight has driven Young’s decision to introduce the new range, which combines familiar breaded and battered formats with bold, international flavours.

Kevin Sinfield, marketing controller for Young’s Gastro, said: “Our 'Taste of Asia' range is proving to be extremely popular with shoppers, creating new consumption occasions by inspiring new ways to enjoy fish outside of the traditional fish and chips combination.”

The introduction of Indian flavours aligns with the increasing popularity of Indian cuisine in the UK, which has become a staple among consumers.

The new products will first be available in the UK in Iceland and Sainsbury’s starting in September, with additional listings anticipated. The targeted launch reflects Young’s strategy to capture a broader audience, particularly younger consumers drawn to diverse culinary experiences.

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