Young\'s modernises pack designs

YOUNG’S Seafood has begun a major overhaul of its pack designs for the first time in many years in order to attract a younger and more socially aware section of society. The format has been launched by Britain’s largest seafood business today across its £62 million core range of products. The redesign represents further investment in the Young’s brand for 2020, following its successful multi-million pound ‘Masters of Fish’ advertising campaign. The new design will be rolled out across the brand’s iconic ranges, including Scampi, Simply Breaded Fillets and the UK’s bestselling Admiral’s Pie. Young’s said it has used consumer insight to inform on-pack messaging, and the design overhaul brings all the products together under one consistent look. Featuring a simpler design, the range has a sharper colour palette and fresh photography to bring ‘warmth and foodiness’ to the frozen aisle, said the company. The more modern and appealing style is also aimed to attract a younger audience to the core range. Young’s has also amplified the visibility of its commitment to responsible sourcing, recognising its increasing importance to consumers, by moving its ‘Fish for Life’ logo on to the front of the new core packs. As health is a growing concern for many consumers, Young’s has also introduced the traffic light Guideline Daily Amounts (GDAs) on to this new packaging. This will give consumers a snapshot of the nutritional information for the product. 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.’