The Big Prawn Company has revamped its packaging to reflect the freshness and health benefits of the brined seafood specialist's lines.
The brand and packaging redesign covers the entire range, with the chilled brined products the first to be switched. The designs include close-up photos and a move to transparent lids. The new packs will be available exclusively in Waitrose until the end of June on 180g tubs of crayfish tails, king prawns and cold water prawns.
The present sodium levels have been replaced by low-sodium sea salt, which contains 60% less sodium. The packs will carry a logo to reflect this, as well as the industry's '2 a week' logo.
The relaunch will boost Big Prawn's plan to increase its presence in the European seafood convenience sector, said MD Bob Fleming. "Innovation is key," he added. "We've gained two major European retailer listings in France and Belgium and we're proud to be strengthening our UK retail position with Waitrose."