A big fish heading for an even bigger pond, Young’s Seafood, the UK’s number one fish and seafood business, is diving into the US arena to provide consumers with the authentic taste of the British chip shop. The company is proud of its 200-year UK heritage and made this a major focus of the US product branding to create on-shelf differentiation. GPI was tasked with producing packaging solutions that champion this identity and reflect the excellence of the nation’s goods.
Andy Robson, GPI Key Account Manager UK, said “GPI has worked with Young’s Seafood for a number of years, so we were excited to be asked to produce striking cartons to support its US growth. British seafood is renowned around the world, so it was important for the packs to capture its quality and unique character.
“From union flag graphics to red, white and blue designs, the cartons emphasise Young’s Seafood’s unparalleled legacy for UK fish retailing.”
The grease-resistant, fully recyclable mono-material skillets provide outstanding product protection and preservation as well as optimum environmental sustainability. GPI was briefed with designing and manufacturing packs for seven frozen seafood goods within a tight timeframe, working closely with Young’s Seafood on testing and trialling. The packs are now retailed through major US stores; Walmart, Sam’s Club, Peapod, Stop & Shop, Martin’s Foods and Giant Food.
Nick Munday, Young’s Seafood International Director, added “Perfecting the quintessentially British feel was crucial to the success of the US frozen seafood packs. There’s a great deal of choice available in the market, so our products needed a stand-out look to compete.
“GPI truly delivered, producing a high-performing range of packaging solutions at the superb standard we have come to expect from the company.”