Big Prawn seafood gets fresh look

The company has embarked on a major brand and pack redesign which will bring a fresh new look to every pack in its entire range starting with its chilled brined products.

The new design is exclusively available at Waitrose until the end of June on three of its 180g tubs – Crayfish tails, King Prawns and Cold Water Prawns.

It has been designed to “emphasise the quality and freshness of our seafood”, managing director Bob Fleming said. Highlighted by beautiful close-up photography and a move to transparent lids and tubs – allowing consumers to visually inspect the product, he added.

“Our main aim with the new packs is to increase consumption and communicate simply and clearly the health benefits of seafood.”

To drive down sodium levels in its brined range the company have replaced their existing sodium ingredient with the Low Sodium Sea Salt – 60% less sodium than ordinary salt.

He continues: “Our packs now carry the ‘Low Sodium Sea Salt’ logo. And in a further move to support and encourage consumers to eat more seafood, the UK seafood authorities ‘2 a week’ logo will also appear on all our restyled packs.”

The re-launch is part of Big Prawn’s ambition to increase its presence in the seafood convenience sector throughout Europe.

“From our perspective innovation is key. Testament to this has been gaining two major European retailer listings in France and Belgium and we’re extremely proud to be strengthening our UK retail position with Waitrose.”