Last updated: 16 December, 2024 @ 14:40
Young’s Seafood has relaunched its entire scampi range in a bid to ‘inspire lapsed and new shoppers’ and make the products ‘top of mind’ once again.
With a history and heritage in scampi going back over 75 years, Young’s is one of the UK’s most recognised seafood brands.
However, research undertaken by the company suggested that while nearly all consumers enjoy scampi, market penetration was falling and there was ‘a requirement to inspire lapsed and new shoppers, increasing awareness and making it top of mind’.
Subsequently, Young’s said it set out on a major project to ensure that it continues to offer the ‘most enjoyed and preferred scampi for consumers’.
The results led to a relaunch of its entire range, with a focus on improved quality, featuring a ‘coarser crumb that is optimised for air fryer cooking, as well as improvements to the fish to crumb ratio’.
‘History so strongly rooted in scampi’
Anne Laudage, marketing controller at Young’s, which is part of Sofina Europe, said: “We’re very proud to have a history so strongly rooted in scampi, and have undertaken the biggest relaunch of our range yet in response to what consumers have told us.”
The relaunch will be supported with a ‘significant marketing programme’ including influencer campaigns, social media, recipe inspiration, and regular shopper marketing and promotional activity both in-store and online.
‘Scampi is fantastically versatile’
Young’s is also investing in new packaging designs across the range and instore branding to ‘disrupt the freezer aisle’, with the aim of reconnecting with lapsed customers and ‘encourage incremental impulse purchases’.
“Scampi is fantastically versatile and appeals to a wide range of shoppers, offering a real opportunity for us to reposition it to inspire more people to enjoy scampi as a perfect easy treat,” said Anne Laudage.
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