Young’s pack redesign stresses health benefits of fish

Young’s Seafood has launched a bold new packaging design across its complete chilled brand range of products, including salmon fillets.
The new design will be rolled out across the range and will feature across all future products which are stocked in supermarkets including Asda.
Young’s said the redesign was based on recent consumer research which demonstrated the importance of “trust, taste and expertise” to shoppers.
The company found that 92% of shoppers it surveyed said that they found this new pack design appealing. The modern design features an all-new colour palette and fresh photography designed to bring a vibrant feel to the packaging and improve shelf stand out, the company said.
It also aims to draw in health-conscious and younger shoppers, while appealing to existing Young’s customers, with clear messaging on pack regarding the health benefits of fresh fish.
Marina Richardson, Marketing Controller at Young’s, said: “The branding is designed to appeal to the desires of existing customers whilst also inspiring a new audience that loves to cook healthily at home, helping them to incorporate Young’s fresh fish into their mealtimes. On pack serving suggestions have also been included to draw in these shoppers and present easy and appealing ways to enjoy fish more often.”
She added: “We believe this new packaging is a positive step in bringing these family favourites to the tables of many more consumers as we continue to invest in our growing chilled product ranges.”
Young’s is a large buyer of farmed salmon and has production sites in Grimsby and Scotland.