U.K.-based Young’s Seafood has unveiled a new master brand design for all its products that will be launched in store later this month. The phased rollout will begin with the company’s frozen products and will first be seen on its “Chip Shop” range, which celebrates 30 years on U.K. supermarket shelves next month.
The rebranding will be extended to Young’s chilled category later in the year.
Its new branding includes artwork based on the Grimsby docks and the coastline between Grimsby and Cleethorpes, where the company has been based for several years.
“The master brand redesign is the next exciting stage in the evolution of the Young’s brand and is both about ensuring that shoppers see a consistency to our branding, irrespective of what segment or temperature regime they interact with. It is also about ensuring that the significant investment we have made in the quality of our products is reflected in the quality of our packaging and design,” said Wayne Hudson, managing director of Young’s frozen business.
The 210-year-old company is the leading supplier of frozen and chilled, retailer branded fish and seafood to the U.K market. Its brand is valued in excess of GBP 225 million (EUR 305.8 million; USD 345.8 million) across both frozen and chilled.
According to Kantar data, Young’s chilled brand grew by 21 percent in the year to 14 September 2014. Comprising 40 different fish dishes, the value current value of the brand in chilled is GBP 50 million (EUR 67.9 million; USD 76.8 million).
