The business hopes to grow the brand’s value from £66m to £100m by 2021 by attracting a “younger, foodie audience while delighting loyal existing shoppers” through the new design of its Gastro range.
Young’s Seafood has announced the redesign of its restaurant-quality Gastro range in a move that it hopes will change the face of the frozen aisle and is part of its plan to grow the premium seafood brand from £66m to £100m.
Yvonne Adam, marketing director of Young’s Seafood, 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 project, Young’s conducted research with more than 1,500 shoppers and found the new Gastro packaging performed the best across all key measures, increasing purchase intent, improved brand recall and was the quickest design to find in a shelf test. The change will span across the full frozen fish category, with first packs on shelf in stores now.
Last month, Young’s Seafood announced that it was cutting 50 jobs at its processing site in Scotland following investments in automation and process improvement at the facility.