Executive Summary
Whitby Seafoods are a family-owned seafood business founded by Graham Whittle and run today with the help of his three children, Laura, Edward and Daniel. They've been trading since 1985 with a mission to show the world how bloomin' special real quality scampi could be.
Whitby Seafoods performance had stalled in the last 12 months prior to commencement of the redesign and they had suffered several delists in frozen as retailers rationalised their ranges. This was in spite of the fact that the frozen category as a whole was growing with major brands doing well against private label....