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Springetts unveils new Master Brand for Young’s Seafood

Springetts unveils new Master Brand for Young’s Seafood

23 Feb 2015

Springetts unveils new Master Brand for Young’s Seafood

Today sees the launch of a new master brand for Young’s Seafood, the leading specialist fish and seafood brand, designed by Springetts Brand Design Consultants. Following on from this innovative new packaging for Young’s products are set to be launched in-store later this month. The phased roll out of the rebrand, across all categories is the first for Young’s Seafood Limited in over a decade and marks the brand’s commitment to quality, leadership and innovation. Shoppers will see the new branding on the new recipe Chip Shop range first, celebrating 30 years on Britain’s supermarket shelves this March.

The updated branding sees a newly designed version of the famous Young’s seascape on all products, creating a visual link between every product and sub-range in the Young’s family. The design is based on Grimsby docks and the coastline between Grimsby and Cleethorpes, where the company has been based for many years. Locals will recognise a depiction of the famous Grimsby Dock Tower.

Andy Black, Managing Director of Springetts, says: "Young’s is an iconic British brand with a long history and heritage and we were really proud to be involved in re-establishing its leadership. They have a brave and innovative approach to their products, fuelled by their desire to make Britain a nation of fish lovers and we hope this new branding reflects that. We have replaced the old ‘out at sea’ seascape with the Grimsby coastal landscape to connect the brand to the land and reflect the business’s desire to move beyond being specialists in fish to one of being specialists in great fish and seafood. This is further underpinned by the recipe card approach to product navigation, which delivers a ‘seafood bistro’ feel."

The new master brand will be rolled out to all UK suppliers of Young’s branded products throughout 2015.

Young’s Chip Shop kicks off a full rollout process, which will extend to all ranges (both frozen and chilled) including the successful Gastro range of restaurant-quality fish dishes. The new branding will also be applied to Young’s famous fish pie range, following the launch of new and improved recipes last year. The phased roll out will work through all brands in Young’s Frozen portfolio with the new Young’s master brand extending to the chilled range, which includes over 40 different fish dishes, later in the year.