Young’s announces biggest scampi relaunch in its history

Young’s Seafood, the No 1 brand in scampi, is relaunching its entire range following a huge consumer-led project to revitalise the scampi category.

Featuring major recipe improvements to strengthen its position as the shopper’s favourite and vibrant new packaging that gives it strong visual standout and appeal, Young’s 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, when its new, improved range hits shelves in October.

The range includes Popcorn Scampi Bites (190g), Golden Scampi (220g & 400g), Gastro Wholetail Scampi (220g) and Gastro Wholetail Jumbo Scampi (230g).

online.The relaunch will be supported with a significant marketing programme including influencer campaigns, social media, recipe inspiration, and regular shopper marketing and promotional activity both in-store and online.

With a history and heritage in scampi going back over 75 years, Young’s is the nation’s favourite supermarket scampi brand. However, research 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.

Young’s therefore set out on a major project to ensure that it continues to offer the most enjoyed and preferred scampi for consumers. The results have led to a relaunch of its entire range, with a focus on improved quality, featuring a coarser crumb that is optimised for air fryer cooking, as well as improvements to the fish to crumb ratio.

And consumers agree. Independent testing has shown that across the range, nearly three quarters preferred the new recipe products to the original versions1.

Young’s is also investing heavily in new packaging designs across the range and instore branding to disrupt the freezer aisle. Offering fantastic shelf standout and fixture merchandising opportunities, the new designs aim to reconnect with lapsed customers and encourage incremental impulse purchases.

growth.2Young’s Scampi, when featured in store and on promotion, offers one of the highest levels of incremental purchases across frozen fish which can help drive additional category growth.2

The marketing campaign to support the relaunch will focus on scampi as a zero fuss, convenient, everyday treat for all the family. It will highlight its versatility, providing recipe inspiration on pack for how Popcorn Scampi makes the ideal treat for kids, Golden Scampi is a treat for the whole family, and Gastro is ideal for a restaurant inspired night in for two.

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.”

The relaunched range includes:

• Popcorn Scampi Bites (190g) £1.75
• Golden Scampi (220g & 400g) £4.00 £5.50
• Gastro Wholetail Scampi (220g) £5.50
• Gastro Wholetail Jumbo Scampi (230g) £5.50