Young’s Seafood has revealed the biggest brand refresh in more than 20 years - with a huge focus on the business’s heritage.
Founder Elizabeth Young is brought to the fore with illustration and 1805 launch date, as well as a signature addition. Out goes the Grimsby Dock Tower and artistic seascape of the company’s home town, brought in to much fanfare back in 2015.
The team behind the UK market leader says the move demonstrates its long history, bringing to life the story of Elizabeth Young and her family, who first started selling whitebait on the banks of the River Thames more than 200 years ago.
Read more: Record prices for cod and haddock on Grimsby Fish Market
To mark the occasion, Young’s, a brand bought by one in three UK households, will be launching a “brand-new, best-ever fish finger” featuring 100 per cent fillet “which is bigger, tastes better and is entirely made in Britain”.
It launches in Asda on Wednesday. Developed after months of consumer research into creating the perfect fish finger, the Ross House team has described it as bucking the “shrinkflation trend” by containing more fish, achieving an optimum balance between fillet and breadcrumb.
Paul Craft, chief commercial officer for company owner, Sofina Europe, said: “The story of Elizabeth Young is powerful, inspiring and unique to the Young’sbrand. 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.”
It is described as a “fresh and contemporary look while retaining the instantly recognisable blue and red brand colours,” and the first since it became part of Canadian food group Sofina.
Recent weeks have seen an 18-year shirt sponsorship deal come to a close with Grimsby Town FC - one of the longest in English football.
The history of Young’s, and how Elizabeth’s modern legacy lives on through its commitment to British seafood production from its home in Grimsby, features on pack, as well as details on responsible sourcing and making fish accessible to everyone.
The launch will be supported with significant marketing and promotional activity. The range includes 10 Cod 100 per cent fillet fish fingers (RRP £3.15), 10 Haddock 100 per cent fillet fish fingers (£2.90), 10 Omega 3 White fish 100 per cent fillet fish fingers (£2.20), 30 Cod 100 per cent fillet fish fingers (£7) and 30 Omega 3 White fish 100 per cent fillet fish fingers (£4.65).
Read next:
Seafood sector relief as new border control post emerges in Grimsby amid government Brexit delay
Morrisons could look to bring investors to Grimsby's Europarc with seafood site sale and leaseback
Grimsby seafood firm bought out by European operator backed by Japanese giant
Hilton Seafood unveils first phase of multi-million pound investment at Grimsby plant
All your Humber business news in one place - bookmark it now
