Grimsby-based seafood processor Young's Seafood has updated its packaging designs as part of its strategy to attract younger consumers.

"This branding overhaul is designed to inspire a younger audience to love fish and publicly reasserts our commitment to operating as a responsible business," Marketing Director Jason Manley said.

This comes a month after the company invested in an advertising campaign "Masters of Fish," on various UK channels, including ITV, Sky, Channel 4 and Channel 5.

The new pack design will be rolled out across Young's £62 million (€73 million/$80 million) core range of products, including scampi, simply breaded fillets and admiral's pie.