The design objective was to make Young’s the most appealing choice on-shelf, increasing emotion and taste appeal.
The Design Consultants also had to address range tiering and product navigation to encourage new consumers without alienating loyal consumers; to cement in their minds that Young’s is the UK’s favourite provider of fish ready meals.
Springetts hope the new product photography has increased taste appeal and food values.
“The pies had to look warm and homely but be bold and confident enough to inspire consumers’ trust. Clear use of colour was needed to draw attention to the products within the frozen aisle and aid range navigation,” commented Springetts. “The injection of individual personalities into each product title also adds to individuality and standout.”