Health and sustainability credentials have been highlighted further to reflect their increasing importance with consumers in a major packaging redesign by the 海角视频’s leading seafood brand Young’s.
The Grimsby-headquartered giant’s £62-million core range has been given a significant overhaul, following the successful launch of a multi-million pound ‘Masters of Fish’ advertising campaign.
It sees the traffic light Guideline Daily Amounts appear, while the in-house ethics signifying ‘Fish for Life’ logo also gets higher billing.
And in the first changes under the new ownership, those with eye on the heritage of the business will be pleased to see the imagery of the home town’s iconic Dock Tower remains.
Young’s, now part of the Eight Fifty Food Group – a name inspired by the number of acres in a nautical mile as farming and fish business were united – used consumer insight to inform on-pack messaging and a design overhaul brings all the products together under one consistent look and feel for the first time.
Featuring a simpler design, the range has a “sharper colour palette and fresh photography to bring warmth and foodiness” to the frozen aisle, with the team describing it as a “more modern and appealing style”.
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.
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“We believe this new packaging is a vital step in bringing these family favourites to the tables of many more consumers.”
It will be rolled out across the brand’s iconic ranges, including; Scampi, Simply Breaded Fillets and the 海角视频’s bestselling Admiral’s Pie.
Recognising the heightened awareness of healthy diets and the ethical expectations of consumers, the Ross House team has amplified the visibility of the commitment to responsible sourcing by moving its well-established ‘Fish for Life’ logo onto the front of the new core packs. It signifies its commitment to doing things the right way by caring for its people, planet and partners in all its ventures. It sits alongside the simple nutritional information snapshot.