Young’s Seafood is relaunching its entire scampi range following a consumer-led project to revitalise the category.
Featuring recipe improvements and new packaging that gives it a strong visual standout, Young’s stated that it is on a mission to “take scampi from being a freezer favourite to a versatile and easy treat for all”. Young’s believes that the relaunch will not only grow Scampi sales, but the whole frozen seafood category.
The revamped range is rolling out this month and includes Popcorn Scampi Bites (190g), Golden Scampi (220g & 400g), Gastro Wholetail Scampi (220g) and Gastro Wholetail Jumbo Scampi (230g).
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.
Young’s noted that research had suggested that while nearly all consumers enjoy scampi, market penetration was falling, and there was a requirement to inspire lapsed and new shoppers, increasing awareness and making it top of mind. In response, the brand set out on a project to ensure that it continues to offer the “most enjoyed and preferred scampi for consumers”.
The relaunch has focused on improved quality, featuring a coarser crumb that is optimised for air fryer cooking, as well as improvements to the fish-to-crumb ratio. Independent testing has shown that across the range, nearly three-quarters preferred the new recipe products to the original versions.
Young’s has also invested in new packaging designs across the range and in-store branding to “disrupt the freezer aisle”. Offering shelf standout and fixture merchandising opportunities, the new designs aim to reconnect with lapsed customers and encourage incremental impulse purchases.
The marketing campaign to support the relaunch will focus on scampi as a zero-fuss, convenient, everyday treat for all the family. The campaign will also showcase how scampi is perfect across a wide range of evening and lunchtime occasions, including when working from home.
Anne Laudage, Marketing Controller at Young’s, which is part of Sofina Europe, 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.
“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.”
