Seafood pouches get a fresher look

Lyons Seafoods, part of the Alfesca Group in the U.K., enjoys category leadership in shrimp, chilled shellfish and smoked salmon markets. Lyons is relaunching its packaging with a new brand identity and pouch design, courtesy of packaging communication specialists Reach (www.reachdesign.co.uk), which repositioned the brand to be more emotionally engaging to consumers. Reach says it worked with consumers from the outset to identify issues at the retail stores and in consumers' homes. The new packaging evokes flair and style with its luxurious teal color scheme. The 100-g pouch of jumbo prawns has a window on the front panel for product viewing and includes a stylized illustration of a shrimp in bright colors, swimming up the front panel for a fresh, modern look. A photo vignette of a serving suggestion is included, as is the phrase, “responsibly sourced,” and a health benefits guide.