Today Young’s Seafood, the leading specialist fish and seafood brand, unveils a new Master Brand design as innovative new packaging for its products are set to be launched in store later this month. The phased roll out of the rebrand, across all categories with chilled following frozen later on in the year, is the first for Young’s Seafood Limited in over a decade and marks the brand’s commitment to quality, leadership and innovation. Shoppers will see the new branding on the new recipe Chip Shop range first, which celebrates 30 years on Britain’s supermarket shelves this March.

Young’s Chip Shop kicks off a full rollout process, which will extend to all ranges, and temperature regimes including the highly successful Gastro range of restaurant-quality fish dishes, now worth £22.3million. The new branding will also be applied to Young’s famous fish pie range, following the launch of new and improved recipes last year. The phased roll out will work through all brands in Young’s Frozen portfolio with the new Young’s Master Brand  extending  to the chilled range, which includes over 40 different fish dishes, later in the year. The Young’s Brand has seen a significant improvement in fortunes of late and is now valued at more than £225m RSP, across both frozen and chilled.

Wayne Hudson, Managing Director of Young’s frozen business, said: “The Master Brand redesign is the next exciting stage in the evolution of the Young’s Brand and is both about ensuring that shoppers see a consistency to our branding, irrespective of what segment or temperature regime they interact with. It is also about ensuring that the significant investment we have made in the quality of our products is reflected in the quality of our packaging and design.  We know our consumers are looking for easy to cook, great quality food with health benefits, as well as value for money across the frozen and chilled categories. With this in mind, we’ve worked hard to make sure our products are best in class, and we continue to innovate in these areas to encourage people to eat more fish as part of a healthy diet. With our fantastic new media campaign and the new Master Brand design now launched, we are now concentrating on executing our exciting innovation platform which launches in the next few weeks.”

Pete Ward, Chief Executive of Young’s Seafood Limited, added: “It is wonderful to see the Grimsby seascape so beautifully reflected through our Master Brand. The history and heritage of our business is important to everyone involved in Young’s and we are delighted that, through this new branding, we will communicate that to all our customers when they purchase our frozen and chilled products.”

The move will see a newly designed version of the famous Young’s seascape on all products, drawing a visual link between every product and sub-range in the Young’s family. The artwork is based on the Grimsby docks and the coastline between Grimsby and Cleethorpes, where the company has been based for many years and locals will recognise a depiction of the famous Grimsby Dock Tower.

Andy Black, Managing Director of Springetts, the multi-award winning branding agency that worked on the new master brand said: “Young’s is an iconic British brand with a long history and heritage and we were really proud to be involved in re-establishing its leadership. They have a brave and innovative approach to their products, fuelled by their desire to make Britain a nation of fish lovers and we hope this new branding reflects that.  We have replaced the old ‘out at sea’ seascape with the Grimsby coastal landscape to connect the brand to the land and reflect the business’s desire to move beyond being specialists in fish to one of being specialists in great fish and seafood.  This is further underpinned by the recipe card approach to product navigation, which delivers a ‘seafood bistro’ feel.”

The new Master Brand will be rolled out to all UK suppliers of Young’s branded products throughout 2015. It will also be applied to digital media following the recent appointment of digital agency Activation, who are developing new social media campaigns and a new company website to be launched later in the year. This comes a month after the brand introduced us to Malcolm the Cat, the first in a series of multi-channel TV advertising and promotional activity, by Quiet Storm, the creative agency appointed in 2014. Voiced by Rupert Everett, Malcolm is a discerning foodie cat who longs to share his owner’s delicious Young’s fish products.