Young’s launches biggest brand refresh in 20 years, new fish finger line

An image of the new packaging and branding that Young's Seafood is rolling out on 17 August

Grimsby, United Kingdom-based Young’s Seafood is launching its biggest brand refresh in 20 years along with a new fish finger line, debuting in ASDA stores on 17 August.

The brand refresh is highlighted by a new logo featuring its founder, Elizabeth Young. “Demonstrating its more than 200 years history, the new look brings to life the true story of Elizabeth Young and her family, who first started selling whitebait on the banks of the River Thames in 1805,” the major frozen seafood supplier said in a press release.

To mark the occasion, Young’s is launching a fish finger range made with 100 percent fillet “which is bigger, tastes better and is entirely made in Britain,” Young’s said. The range includes 10 Cod 100 percent fillet fish fingers, 10 Haddock 100 percent fillet fish fingers, 10 Omega 3 White fish 100 percent fillet fish fingers, 30 Cod 100 percent fillet fish fingers, and 30 Omega 3 White fish 100 percent fillet fish fingers.

“The range is launching in ASDA but will roll out to other retailers in the future,” Paul Craft, chief commercial officer for Sofina Europe –owner of Young’s – told SeafoodSource. All the products in the range are made in the U.K., but the fish comes from Young’s usual global supply chain, Craft added.

The brand refresh – including new branding and packaging – is built around the “inspirational” story of Elizabeth Young as an entrepreneur, acceding to Young’s. The illustration of Young will “create a fresh and contemporary look while retaining the instantly recognizable blue and red brand colors,” Young’s said.

A short description of Young’s history and how Elizabeth’s modern legacy lives on through its commitment to British seafood production from the company’s home in Grimsby, along with a blurb on responsible sourcing while making fish accessible to everyone, will be included on packages, Young’s said.

The story of “Elizabeth Young is powerful, inspiring and unique to the Young’s brand,” Craft said in the press release. “A female entrepreneur who started by selling whitebait and prawns from her hat, and who by the turn of the century had moved on to a whole fleet of Young’s family boats.”

“We want to demonstrate that the values that drove the business then, passion, pride and progression, remain as our inspiration today and are a continuing legacy,” Craft added. "Consumer research has shown us that Elizabeth’s story creates significant interest and intrigue, and our aim is to use this to attract incremental shoppers to the category. There’s no better product for us to do this with than the iconic British fish finger.”

According to Young’s the new fish finger range, which was “developed after months of consumer research into creating the perfect fish finger,” bucks the shrinkflation trend by containing more fish and the optimum balance between 100 percent fillet and breadcrumb.

“We asked consumers where fish fingers currently fell short and what they needed to deliver for the best possible taste and eating experience. The result is a bigger, better and made in Britain product that is affordable, accessible and absolutely delicious,” Craft said. “We believe this is the perfect way to celebrate Elizabeth’s story and her modern legacy.”

The recommended retail prices for the new range are: 10 Cod fish fingers, 300 grams, GBP 3.15 (USD 3.80, EUR 3.74), 10 Haddock fish finger, 300 grams, GBP 2.90 (USD 3.50, EUR 3.44), 10 Omega 3 fish fingers, 300 grams, GBP 2.20 (USD 2.65, EUR 2.61), 30 Cod fish fingers, 900 grams,  GBP 7.00 (USD 8.44, EUR 8.30), and 30 Omega 3 fish fingers, 900 grams, GBP 4.65 (USD 5.61, EUR 5.52).

The launch will be supported with significant integrated marketing and promotional activity, including shopper marketing and POS in-store along with a paid and organic digital campaign.

“This will be combined with price promotions to drive product trial and raise awareness of the brand repositioning among new and existing shoppers,” Young’s said.

Earlier this year, Young’s said its revenue and operating profit soared under its first year of ownership by Element UK TOPCO Limited (trading as Eight Fifty Food Group), controlled by CapVest Partners LLP.

Increased consumer demand for frozen value-added seafood meals during the COVID-19 pandemic, innovative product launches, and a successful “Masters of Fish” marketing campaign all attributed to increased sales, according to the company.  

Image courtesy of Young's Seafood


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