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Young's Seafood overhauls core pack designs

Young’s Seafood overhauls core pack designs

Young’s Seafood has launched new, fresh, packaging design across their £62 million core range of products.

This redesign represents further investment into the Young’s brand for 2020, following the successful launch of their multi-million pound ‘Masters of Fish’ advertising campaign.

The new design will be rolled out across their iconic ranges, including; Scampi, Simply Breaded Fillets and the UK’s bestselling Admiral’s pie.

Young’s used consumer insight to inform on-pack messaging and a design overhaul brings all the products together under one consistent look and feel.

Featuring a simpler design, the range has a “sharper colour palette and fresh photography to bring warmth and foodiness to the frozen aisle”, according to Young’s. The more modern and appealing style is also aimed to attract a younger audience to the core range.

Recognising its increasing importance to consumers, Young’s amplified the visibility of their commitment to responsible sourcing by moving their ‘Fish for Life’ logo onto the front of the new core packs. Fish for Life is their long term initiative, signifying their commitment to sustainability.

As health is also a growing concern for many consumers, Young’s have introduced the traffic light Guideline Daily Amounts (GDAs) onto this new packaging. This will give consumers a simple snapshot of the nutritional information for the product.

On the redesign, Jason Manley, Marketing Director of Young’s, said: “This branding overhaul is designed to inspire a younger audience to love fish and publicly reasserts our commitment to operating as a responsible business.

“Our core range is a £62 million brand, so having consistency is vital in order for us to ensure its lasting prominence within its category alongside our successful Gastro and Chip Shop ranges.

“We believe this new packaging is a vital step in bringing these family favourites to the tables of many more consumers.”