Young's has relaunched its fish pies in lighter packaging to give the range an eco-friendly edge.
The products, including old favourite Admiral's Pie, remain the same portion size but outer cartons have been reduced in weight to take the total product weight down 12% to 300g.
The move would save 242 tonnes of board annually, said marketing manager Matt Whelan. "It has taken 10 months and a £125,000 investment to re-engineer our fish pie packaging," he said. "We also had to do significant in-store testing to ensure the visibly smaller pack did not negatively affect consumer perception."
The company is currently reviewing all its packaging as part of its ongoing sustainability programme, Whelan said. The latest packaging changes relate to Young's 340g potato-topped pies including its Mariners Pie, Fisherman's Pie and Light & Easy Ocean and Salmon Crumbles.
The products, including old favourite Admiral's Pie, remain the same portion size but outer cartons have been reduced in weight to take the total product weight down 12% to 300g.
The move would save 242 tonnes of board annually, said marketing manager Matt Whelan. "It has taken 10 months and a £125,000 investment to re-engineer our fish pie packaging," he said. "We also had to do significant in-store testing to ensure the visibly smaller pack did not negatively affect consumer perception."
The company is currently reviewing all its packaging as part of its ongoing sustainability programme, Whelan said. The latest packaging changes relate to Young's 340g potato-topped pies including its Mariners Pie, Fisherman's Pie and Light & Easy Ocean and Salmon Crumbles.
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