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.
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.