UK-based fish and seafood business Young’s Seafood has revamped the packaging of its Gastro product portfolio in a move to grow the brand from £66m to £100m.
According to the company, the latest packaging design features a contemporary look and new food photography.
New packaging is expected to maximise shelf standout and assist customers to find the product in store.
Young’s Seafood marketing director Yvonne Adam said: “When Gastro was a £20m business, we set steep targets to triple its size over three years. Now at £66m, our vision is to grow the number one premium seafood brand to £100m and we’re confident this revamp will be a building block that makes our products unmissable in store.”
As part of the launch, the seafood company conducted a study featuring 500 Gastro shoppers and 1,000 non-Gastro shoppers to identify the performance of the packaging across all key measures.
The company is planning to expand the new packaging design across all its frozen fish products.
The Gastro range features Gastro Fish Bakes, Gastro Breaded Fillets, Gastro Lightly Dusted Fillets, and Gastro Battered Fillets. It also includes Gastro Fish Fingers and Cakes, Gastro Meals, Gastro Marinades, as well as Gastro Scampi and Speciality.
Young’s Seafood offers a range of frozen, own-label and branded seafood products to customers in the hospitality industry. Brands offered by the company include Chip Shop, Gastro, Young’s Foodservice, and Kingfrost.