Young’s Seafood has announced the revamping of its entire scampi range following a consumer-led project to revitalise the category.
The relaunch includes recipe improvements and new packaging to give it strong visual standout and appeal.
The brand said it hoped it would take “scampi from being a freezer favourite to a versatile and easy treat for all”.
Young’s believes the relaunch, which will focus on improved quality, will not only grow scampi sales, but the whole category when its new range hits shelves this month.
The range includes Popcorn Scampi Bites (£1.75/190g), Golden Scampi (rsp: £4.00/ 220g & rsp: £5.50/400g), Gastro Wholetail Scampi (rsp: £5.50/220g) and Gastro Wholetail Jumbo Scampi (rsp: £5.50/ 230g).
The decision to relaunch the range followed research that suggested market penetration was falling and there was a requirement to inspire lapsed and new shoppers by increasing awareness.
The relaunch will be supported with a marketing programme including influencer campaigns, social media, recipe inspiration, and regular shopper marketing and promotional activity both in-store and online.
The campaign will focus on scampi as a zero-fuss, convenient, everyday treat for all the family. It will highlight its versatility, providing recipe inspiration on pack for how Popcorn Scampi makes the ideal treat for kids, Golden Scampi is a treat for the whole family, and Gastro is ideal for a restaurant-inspired night in for two.
Young’s is also investing heavily in new packaging designs across the range and in-store branding to disrupt the freezer aisle. It will offer shelf standout and fixture merchandising opportunities. The new designs aimed to “reconnect with lapsed customers and encourage incremental impulse purchases”, it 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,” said Anne Laudage, marketing controller at Young’s, part of Sofina Europe.
“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.”
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