Lyons Seafoods, a UK-based European prawn and seafood processor, has redesigned its packaging in a bid to modernise the brand.
The new-look packaging, which will appear in supermarkets between now and Christmas, uses photography and a clear on-pack product description to help increase the product's presence on shelves.
The front of the sea-blue coloured packaging is dominated by a stylised illustration of a prawn and a serving-suggestion photograph of the product.
Paul Vita, Lyons Seafoods' marketing director, said: 'To ensure our packaging design is up to date and in line with our brand values, we've modernised our branding, putting greater emphasis on the link between Lyons and seafood.'
Lyons claimed that consumer research it commissioned found that consumers deemed the new packaging as 'the best-looking seafood brand in supermarkets'.
Lyons says it leads Europe's market for king prawns and is the world's market leader in organic king prawns.The company, based in Warminster, Wiltshire, has a processing capacity of more than 22,000 tonnes per year.
Lyons is also part of the Alfesca group, which also includes Farne Salmon and Trout based in Scotland. Working closely with its sister Farne Salmon operation, it earlier launched a new seafood concept into the UK retail market – naturally smoked chilled jumbo king prawns under the Lyons brand. The lightly smoked king prawns are hot smoked in Scotland with a similar smoking method used to smoke salmon. Paul Vita, marketing director at Lyons Seafoods, said the development added a smoked fish choice and variety to existing prawn market.
Should people be 'stimulated' to eat white fish alternatives to cod?
