Young's Reveals Scallop-Edged Pack

The Grimsby-based firm said the scallop-edge gave each pack a new dimension on shelf and moved away from the traditional flat presentation.

17/05/08 Young's, the seafood producer, has designed a new scallop-edged carton for its range of frozen fish in sauce.

The copyright-protected packaging design, conceived in-house by Vanessa Borrill, uses the structure to help consumers more easily identify products in supermarket refrigeration units.

Young's used a 325gsm Venofreeze recycled board supplied by Meyr-Melnhof for the carton, and added a "slimming scallop" on the front edge, which created an extra panel on which the firm could print a message about the product's healthy benefits.

The Grimsby-based firm said the scallop-edge gave each pack a "new dimension on shelf" and moved away from the traditional flat presentation.

The packs were printed litho by Nampak in six colours.

Young's packaging technologist Einar Olgeirsson said: "The greatest challenge was striking a balance between what we could do with our machinery and getting the greatest impact out of the design."

He said the firm was also considering using this carton design on other Young's products.

The cartons will be available next week in Morrisons and as a promotion in Tesco.