U.K. business Young’s Seafood has redesigned its leading frozen brand Gastro, giving it a “more contemporary look,” as part of its strategy to grow the range’s value by GBP 34 million (USD 44.3 million, EUR 39.1 million) to GBP 100 million (USD 130.3 million, EUR 114.9 million).
Announcing the move, Young’s said the new food photography and refined branding are intended to appeal to a younger, foodie audience as well as existing consumers.
“When Gastro was a GBP 20 million (USD 26.1 million, EUR 23 million) business, we set steep targets to triple its size over three years. Now at GBP 66 million (USD 86 million, EUR 75.8 million), our vision is to grow the number one premium seafood brand to GBP 100 million and we’re confident this revamp will be a building block that makes our products unmissable in store,” Young’s Marketing Director Yvonne Adam said.
As part of the project, Young’s conducted research with 500 Gastro shoppers and 1,000 non-Gastro shoppers and found that the new packaging performed the best across all key measures, increasing purchase intent, improved brand recall and was the quickest design to find in a shelf test.
The redesign spans all Gastro full-frozen products, with the first packs now in stores.
In a separate announcement, Young’s has hired Martin Mosley and Chris Baker as business development managers in its foodservice division.
