Today, we launch our all new, fresh, packaging design across our £62 million core range of products.

This redesign represents further investment into the Young’s brand for 2020, following the successful launch of our multi-million pound ‘Masters of Fish’ advertising campaign.

The new design will be rolled out across our iconic ranges, including; Scampi, Simply Breaded Fillets and the UK’s bestselling Admiral’s pie.

Insight led design

We’ve used consumer insight to inform on-pack messaging and a design overhaul brings all the products together under one consistent look and feel.

Featuring a simpler design, the range has a sharper colour palette and fresh photography to bring warmth and foodiness to the frozen aisle. The more modern and appealing style is also aimed to attract a younger audience to the core range.

Responsible sourcing

Recognising its increasing importance to consumers, we’ve amplified the visibility of our commitment to responsible sourcing by moving our ‘Fish for Life’ logo onto the front of the new core packs. Fish for Life is our long term initiative, signifying our commitment to doing things the right way by caring for our people, planet and partners in all we do.


As health is also a growing concern for many consumers, we’ve also introduced the traffic light Guideline Daily Amounts (GDAs) onto this new packaging. This will give consumers a simple snapshot of the nutritional information for the product.

On the redesign, Jason Manley, Marketing Director of Young’s, said: “This branding overhaul is designed to inspire a younger audience to love fish and publicly reasserts our commitment to operating as a responsible business.

“Our core range is a £62 million brand, so having consistency is vital in order for us to ensure its lasting prominence within its category alongside our successful Gastro and Chip Shop ranges.

“We believe this new packaging is a vital step in bringing these family favourites to the tables of many more consumers.”