UK processor Young's Seafood is expanding its Chip Shop brand with "extra large" haddock fillets, targeting consumers seeking restaurant-sized fish at home.

The product, which consists of two fillets and weighs 300 grams, joins Young's popular extra-large cod fillet range, one of the UK's best-selling frozen battered cod retail offerings. 

"Shoppers are looking for larger fillets that rival traditional takeaway quality and portion size," said Matthew Wilson, interim marketing controller at Young's, which is owned by Canadian food group Sofina Foods.

Young's extra large cod fillet range generated £11.7 million ($15.4m) in retail sales in 2024, following annual growth of 17.9%, it said. The Chip Shop brand itself is now valued at £51m after 16.2% volume growth and 9.6% value growth over the past year, according to data from Nielsen cited by Young's.

"Haddock has traditionally over-indexed in Scotland and the north of England compared to the national average for battered fish sales, but we're seeing demand grow across the UK," said Wilson. "With more people opting for bigger fillets, now is the ideal time to introduce our extra large haddock, giving customers even more choice alongside our bestsellers."