Jamie Oliver has launched his own frozen fish range with Young’s Seafood Limited, championing high quality, sustainable alternatives to species like cod and haddock. The Jamie Oliver by Young’s range will be made in Grimsby and goes on sale nationwide next month.
The celebrity chef said it tie in with his campaign to get children to eat more healthily, with fishcakes and fish fingers using sustainable fish so the mums and dads can buy a great product with no nasties. Young’s fish is frozen within a matter of hours of being caught, locking in vitamins and flavour.
Natasha Gladman, Marketing Director at Young’s, said: “We've been producing seafood for more than 200 years, and have long been committed to sustainable fishing. It was a natural meeting of minds working with Jamie on his range, and we’re delighted with the results.”
The range includes a variety of fish cakes, pies and fishfingers made with Marine Stewardship Council-certified Wild Alaskan pollock and salmon as well as Scottish-landed North Sea whiting. It will be available from September in Asda, Co-op, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose.