Young’s Seafood, the UK’s leading fish and seafood company, has announced its biggest brand refresh in over 20 years, including 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.

To mark the occasion, Young’s, which is bought by one in three UK households, will be launching a brand-new, best-ever fish finger featuring 100% fillet which is bigger, tastes better and is entirely made in Britain.

Built around the inspirational story of Elizabeth Young as an entrepreneur, the new branding and packaging will feature an illustration of Elizabeth, to create a fresh and contemporary look while retaining the instantly recognisable blue and red brand colours.

A short description of Young’s history and how Elizabeth’s modern legacy lives on through its commitment to British seafood production from its home in Grimsby and responsible sourcing, while making fish accessible to everyone, will now feature on pack.

The first product to feature the striking new look will be a new fish finger range, which launches in Asda on August 17th. Developed after months of consumer research into creating the perfect fish finger, they will buck the shrinkflation trend by containing more fish and the optimum balance between 100% fillet and breadcrumb, offering great value for the consumer.

The launch will be supported with significant integrated marketing and promotional activity, including shopper marketing and POS instore and 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.

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.

Paul Craft, Chief Commercial Officer for Youngs owner, Sofina Europe, said: “The story of Elizabeth Young is powerful, inspiring and unique to the Young’s brand. 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. 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.

“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. We believe this is the perfect way to celebrate Elizabeth’s story and her modern legacy.”