Gorton’s seafood sees a wave of changes.
Just as consumers need to freshen up their look every now and
then, so do brands. Gorton’s Seafood has recently revamped their seafood packaging. The new packaging
has the bright yellow color and the trusted Gorton’s Fisherman at the helm, as
always. But the packaging has been updated to make it easier for consumers to
find the products they want and the information they need.
The new packaging retains the trademark yellow and blue logo of
Gorton’s previous packaging, which makes the products easily identifiable by
consumers. Another thing that has not changed on the packaging is the presence
of the Gorton’s Fisherman, who is represented across the entire line, and
continues to highlight the company promise, “Trust the Gorton’s Fisherman.”
As Gorton’s product line has changed over the years, along with
the tastes and demands of their consumers, their product line has grown well
beyond their classic Fish Sticks. Gorton’s Seafood now has such diverse
products – ranging from breaded, battered, and grilled preparations in a
variety of flavors, to salmon, tilapia and shrimp varieties – that the brand
found it necessary to help consumers navigate their diverse selection, and more
easily find the products that suit them.
Gorton’s also heard from consumers that they wanted key
nutritional information on the front panel of food packaging, where they could
quickly and easily find the information they are seeking. The frozen seafood
brand made a point to incorporate this change into the new designs.
The back panel of all of Gorton’s packaging has also been updated.
In addition to cooking directions that are clearly displayed and easier to read
than their previous design, each package features the USDA’s recommendation to
eat seafood twice a week, tempting food photography of a meal idea to whet your
appetite, and the URL for their newly designed recipe section where you can search
through hundreds of easy and delicious seafood recipes.
“As consumers ourselves, we understand the desire for variety and
options when shopping, but there is also a desire to find what we need quickly
and easily,” says Zach Soolman, director of consumer marketing. “We want to
make the shopping experience simple and informative for our consumers. We’ve
made distinct looks for each of our different product segments to help consumers
locate their preferred items. We also know that nutrition information and
certain product attributes are important to consumers when making shopping
decisions. Now our packaging contains key information right on the front of the
package, like the assurance that there is no MSG in any of our products, or
that our products contain 100% real fish and no fillers. We have also made the
calorie count and the gluten free labeling on our Grilled Fish items more
prominent, so that consumers can find the information they need quickly and