Frozen food brand revitalises scampi category
FROZEN food brand Young’s Seafood has relaunched its entire range of Scampi products, following a huge consumer-led initiative to help revitalise the scampi category.
Aiming to bring a boost to scampi sales across the category, Young’s relaunch features major recipe improvements with vibrant new packaging to help improve standout with shoppers.
The range includes Young’s Popcorn Scampi Bites, Golden Scampi, Gastro Wholetail Scampi and Gastro Wholetail Jumbo Scampi. Prices for the revamped range sit as follows:
Popcorn Scampi Bites 190g £1.75
Golden Scampi 220g £4
Golden Scampi 400g £5.50
Gastro Wholetail Scampi 220g £5.50
Gasto Wholetail Jumbo Scampi 230g £5.50
The new relaunch comes after Young’s conducted consumer research which found that, while nearly all shoppers said they enjoyed scampi, market penetration was falling for the category.
With this in mind, the frozen seafood brand has kicked off this new revamp in a bid to appeal to consumers across the board, complete with a change in recipe that is optimised for air fryer cooking which is highlighted the new packs.
Support for the relaunch comes in the shape of a new influencer-led campaign for the brand, complete with a presence across social media, recipes and regular shopper marketing and promotional activity both in-store and online.
The campaign will also showcase how scampi is ideal for a range of meal time occasions, whether it be for dinner, or as a quick lunch for those working from home.
Anne Laudage, marketing controller at Young’s, 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 appeal 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 east treat.”
