Grimsby, U.K.-based Young’s Seafood is relaunching its full range of scampi products with improved quality, as well as new packaging and marketing, the company said in a press release.
Young’s, a frozen seafood supplier that is part of food and beverage company Sofina Foods’ Europe arm, said that the relaunch is intended togrow scampi sales and the entire frozen seafood category.
“We’re very proud to have a history so strongly rooted in scampi and have undertaken the biggest relaunch of our range yet in response to what consumers have told us,” Young’s Marketing Controller Anne Laudage said. She said scampi is versatile and appeals to a wide range of shoppers, which offers a “real opportunity for us to reposition it to inspire more people to enjoy scampi as a perfect easy treat.”
One reason Young’s decided to revamp the line was its internal research found that nearly all consumers enjoy scampi, but market penetration was falling.
“There was a requirement to inspire lapsed and new shoppers, increasing awareness and making it top of mind,” the company said.
As a result, Young’s focused on improved quality in the range – which includes Popcorn Scampi Bites, Golden Scampi, Gastro Wholetail Scampi, and Gastro Wholetail Jumbo Scampi – switching to a coarser crumb that is optimized for air fryer cooking, as well as improving the fish-to-crumb ratio on each product.
Independent testing found that nearly three-quarters of consumers preferred the new recipe products to the original versions, Young’s said.
The revamp also includes new packaging that stands out and appeals at retail.
“Offering fantastic shelf standout and fixture merchandising opportunities, the new designs aim to reconnect with lapsed customers and encourage incremental impulse purchases,” Young’s said.
The relaunch is being bolstered by a marketing program that includes influencer campaigns, social media, recipe inspiration, and regular shopper marketing and promotional activity – both in-store and online.
“[The campaign] will highlight its versatility, providing recipe inspiration on pack for how Popcorn Scampi makes the ideal treat for kids, Golden Scampi is a treat for the whole family, and Gastro is ideal for a restaurant inspired night in for two,” Young’s said.
The company said the campaign will also showcase how scampi is perfect across a wide range of evening and lunchtime occasions, including when working from home.
