Young’s Seafood has launched a new packaging design across its complete chilled brand range of products in an effort to attract younger, health-conscious shoppers.

The new design will be rolled out across the range, including breaded fish and salmon fillets, and will feature across all future products which are stocked in supermarkets including Asda.

Young’s says its new “vibrant” packaging aims to draw in health-conscious and younger shoppers, whilst appealing to existing customers, with clear messaging on pack regarding the health benefits of fresh fish.

Marina Richardson, marketing controller at Young’s, said: “The branding is designed to appeal to the desires of existing customers whilst also inspiring a new audience that loves to cook healthily at home, helping them to incorporate Young’s fresh fish into their mealtimes. On pack serving suggestions have also been included to draw in these shoppers and present easy and appealing ways to enjoy fish more often with the quality guarantee that our 200 year’s expertise and experience brings.

“We believe this new packaging is a positive step in bringing these family favourites to the tables of many more consumers as we continue to invest in our growing chilled product ranges.”