One of the UK’s largest fish and seafood company has announced its biggest brand refresh in more than two decades.
Celebrating more than 200 years of history, Young’s Seafood is relaunching with a brand-new fish finger with packaging featuring a new logo of its founder, Elizabeth Young, who first started selling whitebait on the banks of the River Thames in 1805.
“The story of Elizabeth Young is powerful, inspiring and unique to the Young’s brand,” said Paul Craft, chief commercial officer for Sofina Europe which owns Young’s. “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.
The new fish finger range launches in Asda on 17 August after months of consumer research into what makes a perfect fish finger.
“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,” said Mr Craft.
The range includes 10 Cod 100% fillet fish fingers, 10 Haddock 100% fillet fish fingers, 10 Omega 3 White fish 100% fillet fish fingers, 30 Cod 100% fillet fish fingers and 30 Omega 3 White fish 100% fillet fish fingers. The packs of 10 fish fingers weigh 300g and the 30 are 900g.
The launch will be accompanied by a promotional price and digital campaign.
