Responsibly-sourced fish brand, Fish Said Fred, has revealed new packaging across its 17-strong range, which features cod, haddock, sea bass, sea bream, lemon sole and hake.
The new optimised design features a stripped back look that delivers the brand’s concise messaging and clear USP signposting whilst maintaining its distinctive kaleidoscope of colour that continues to disrupt the chilled fish aisle.
Importantly, Fish Said Fred’s bright and inviting food photography takes centre stage, with striking recipe imagery ready to inspire consumers. New QR codes now direct consumers to family-friendly and simple-to-follow recipes that can be found on the brand’s new website recipe hub. The redesign has been handled by the team of strategists, designers and packaging specialists at Chilli UK.
The new look stays true to Fish Said Fred’s mission to help people fall in love with tasty, healthy and responsibly-sourced fish, whilst maintaining its position of being accessible for families. Leading by example, Fish Said Fred only use suppliers they know share the same values, which is why its traceable fish only comes from Marine Stewardship Council or Aquaculture Stewardship Council certified farms and fisheries.
The new packaging launch is the next step in Fish Said Fred’s progression – the brand has experienced an incredibly rapid growth trajectory since its launch in 2020, with annual retailer sales of +£13m (up 66% YoY). In April, the brand is also exclusively launching its new Oven Ready range into Tesco, which features a Cod Kyiv, Cheesy Smoked Haddock and Sea Bass Fillets with Creamy Pesto, Lemon & Parsley Crumb, making it even easier for consumers to enjoy accessible fish at home more often. (RRP: £6.00)
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