Graphic Packaging International (GPI), Atlanta, Ga., USA, has developed a range of British-inspired frozen fish packs for the Young’s Seafood Ltd (Young’s Seafood), U.K., North American market.

 

A big fish heading for an even bigger pond, Young’s Seafood, the U.K.’s number one fish and seafood business, is diving into the U.S. arena to provide consumers with the authentic taste of the British chip shop. The company is proud of its 200-year U.K. heritage and made this a major focus of the U.S. product branding to create on-shelf differentiation. GPI was tasked with producing packaging solutions that champion this identity and reflect the excellence of the nation’s goods.

Andy Robson, GPI key account manager U.K., said that "GPI has worked with Young’s Seafood for a number of years, so we were excited to be asked to produce striking cartons to support its U.S. growth. British seafood is renowned around the world, so it was important for the packs to capture its quality and unique character. 

 

 

"From union flag graphics to red, white, and blue designs, the cartons emphasize Young’s Seafood’s legacy for U.K., fish retailing." 

The grease-resistant, fully recyclable, mono-material skillets provide outstanding product protection and preservation as well as optimum environmental sustainability. GPI was briefed with designing and manufacturing packs for seven frozen seafood goods within a tight timeframe, working closely with Young’s Seafood on testing and trialing. The packs are now retailed through major US stores—Walmart, Sam’s Club, Peapod, Stop & Shop, Martin’s Foods, and Giant Food.

Nick Munday, Young’s Seafood international director, added that "perfecting the quintessentially British feel was crucial to the success of the U.S. frozen seafood packs.There’s a great deal of choice available in the market, so our products needed a stand-out look to compete. 

"GPI truly delivered, producing a high-performing range of packaging solutions at the superb standard we have come to expect from the company."