Young’s Expands Gastro Range as Basa Gains Ground in UK Market, Launches New Garlic & Herb Sauce Product into Sainsbury’s

UK seafood brand Young’s is expanding its Gastro product range, capitalizing on growing UK consumer acceptance of and preference for basa (also known as pangasius). According to Kevin Sinfield, European Seafood Marketing Director at Sofina Foods, Young’s became the first major brand to introduce basa to UK consumers in 2008, and the species has now become the UK’s seventh most-consumed fish.

"This shows that consumers are willing to try new species when they are offered in an accessible and familiar format," Sinfield told SeafoodSource.

Young’s Gastro range is currently worth GBP 69.5 million (approximately USD 93.5 million, EUR 83.3 million) and has featured basa prominently for years. "We only source the finest fish, and basa is an excellent carrier of flavor, which highlights that consumers can be encouraged to try different species when they are presented in trusted, high-quality products," Sinfield said.

Young’s recently launched Gastro Basa in Garlic & Herb Sauce, further expanding its successful range, and the product is now on shelves at Sainsbury’s stores across the UK. In a press release, Young’s described the main-course product as "an easy-to-cook, delicious meal solution designed to bring restaurant-quality fish to the midweek dinner table."

The new product, and the Gastro range as a whole, seeks to address a common problem. According to Young’s, research shows strong consumer demand for fish, but many shoppers lack the confidence or inspiration to cook fish regularly. Company data shows that 78% of consumers say they want to eat more fish, and 57% say they would do so if fish were easier to prepare and cook.

"Looking ahead, helping people discover and enjoy a wider range of fish species will become increasingly important for supporting healthier diets, category growth, and long-term supply resilience," Sinfield said.

The expansion of Young’s Gastro range follows the brand’s July launch of Jumbo Fish Fingers to expand its Chip Shop range. The company said at the time: "By moving beyond the traditional kids’ teatime occasion, Young’s is creating new opportunities for shoppers to enjoy fish fingers as a standalone, satisfying meal choice."