Jamie Oliver jumps ship to Young’s

Jamie Oliver is teaming up with Young’s Seafood to launch his first range of branded frozen seafood, less than a month after ending his 11-year partnership with Sainsbury’s.

/i/g/l/jamieoliveryoungs160.jpg

The Jamie Oliver by Young’s range will include 12 seafood products all sourced from sustainable alternatives to cod and haddock such as pollock and whiting.

It also features MSC-certified pollock fish fingers, and a range of fishcakes and fish pies.

The range will be available in supermarkets from September.

Sustainable fish sourcing has become a big issue for retailers and Oliver previously supported Sainsbury’s Switch the Fish campaign which encourages customers to swap their normal purchases of cod and salmon for alternatives such as coley or pouting. M&S launched its Forever Fish campaign in June to support its sustainable fishing policy.

Natasha Gladman, Marketing Director at Young’s Seafood Limited, says, “We’ve long been committed to sustainable fishing as the industry leader. It was a natural meeting of minds working with Jamie on his range, and we’re delighted with the results. We’ve really been driven by our shared passion for fish stocks for the future and improving the nation’s diet.”

Young’s partnered with Kingsmill earlier this ear to launch a co-branded breaded fish range.

It also overhauled its corporate structure in February bringing together Young’s Seafood, Findus UK and The Seafood Company under one business. Gladman was named as the chief marketer.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here