GLOUCESTER, Mass. – Gorton’s Seafood, one of the nation’s leading seafood producers, recently unveiled new product packaging for its Smart Solutions and Everyday Gourmet lines. Additionally, all Gorton items will now feature an updated brand logo.
In recent years, the brand has led the growth of the frozen prepared seafood category by increasing sales, market share and household penetration. With a wide range of versatile products that meet diverse consumer needs and a mission to bring the goodness of the sea to all, Gorton’s has continued to focus on understanding seafood consumers and delivering high quality products. quality.
Over the past year, Gorton’s has surveyed thousands of consumers to understand who was buying in the category before the Covid-19 pandemic, as well as to better understand who started buying during the pandemic. Specifically, the brand was curious about how consumer habits and expectations have changed, how consumers buy (in-store and online), how the shopping habits of younger generations differ from those of older generations, and how prepared seafood fits into their lives. During this process, Gorton’s also wanted to understand how to better guide shoppers to the right product for them, which led to packaging and logo adjustments.
“After learning more from our consumers about new eating and shopping habits, especially during the pandemic, we knew we needed to make integral adjustments to the packaging and logo that better align with all of our pillars. of current products,” said Chris Hussey, vice president of Gorton. of Marketing. “With a wide range of products, we needed to find a way to tie them all together while ensuring consumers always had the option to shop and find what they were looking for. For example, consumers will begin to see a more consistent block of yellow packaging when shopping in our section. »
The new designs generate excitement around the three pillars under which Gorton’s products are grouped: Delicious Classics, Smart Solutions and Everyday Gourmet. The key aspect of the design change is the use of Gorton’s signature yellow on all packaging.
Gorton’s yellow has been a signpost on key items, such as Delicious Classics products, and helps consumers identify the frozen prepared seafood section in the frozen food aisle. Consumers will find it will now be even easier to identify the Gorton’s brand and the frozen prepared seafood section, as the brand has added more yellow across all of its product pillars. Using more yellow makes each product’s name and benefits clearer and easier to read, so consumers can quickly find the products they’re looking for.
Finally, the Gorton’s logo was also refreshed as part of the packaging changes. The new logo incorporates waves behind the Gorton’s Fisherman to reflect the brand’s mission to bring the benefits of the sea to all.
New packaging can be found on the following products, and all Gorton items will feature the new logo:
- Everyday Gourmet: Crab Cakes, Scampi with Shrimp, Haddock Sticks, Cod Sticks, Tilapia Sticks, Plaice Fillets, Cod Fillets, Haddock Fillets, Simply Cooked Salmon, Simply Cooked Cod, Cooked Tilapia simply, simply cooked haddock, simply cooked shrimp
- Smart Solutions: Grilled Lemon Pepper Fillets, Grilled Garlic Butter Fillets, Grilled Lemon Butter Fillets, Grilled Haddock Fillets, Grilled Salmon Fillets, Grilled Garlic Butter Tilapia Fillets, Signature Tilapia Fillets , Grilled cod fillets
Consumers nationwide will start seeing new packaging from Gorton’s rollout this month, while the brand’s goal is to have all new packaging available at its partner retailers by the Lenten 2022 season.
About Gorton’s Seafood
Since 1849, Gorton’s mission has been to help people around the world enjoy the goodness of great seafood. Based in Gloucester, Massachusetts, Gorton’s is one of America’s oldest continuously operating companies and continues to ‘to be the innovative leader in the seafood industry. Gorton’s full line of frozen seafood products ranges from breaded and breaded fish sticks to shrimp, grilled fish and product lines innovative products such as Simply Bake and Ancient Grains. Gorton products are available at independent grocery stores and grocery chains nationwide.
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