Bumble Bee Seafoods wins award

Bumble Bee Seafoods has been recognised by NOSH.com’s annual awards for what the adjudicator said was “the bold and fresh redesign of the brand’s iconic tuna cans, pouches and snack kits”. Each year, NOSH’s annual ‘best of’ awards are presented to honour companies, brands, individuals, products, ideas and trends that are shaping the food industry.

“Our new package design is really a reflection of what our consumers told us they wanted,” said Amanda Baiada, director of integrated marketing at Bumble Bee. “Consumers asked for packaging that would make it easier for them to shop with an emphasis on messages about flavour, and health and wellness benefits,” she said.

The package redesign was created by San Diego’s Bex Brands. Bumble Bee and Bex Brands began work on the redesign in June 2019 with a series of consumer focus groups. The new design features the slogan ‘Bee Well for Life’ as a nod to the brand’s reimagined health and wellness positioning and to the future of the company. The new package began to debut on grocery store shelves in April 2020.

“With the new design, we aimed to honour the heritage of what Bumble Bee has stood for, but also consider how the company is growing and innovating,” said Becky Nelson Dahl, partner at Bex Brands.

“Bumble Bee needed to refresh and modernise the package to make the product pop on the shelves,” she added.

The new package design is part of a series of strategic investments that the 120-year-old seafood company has made this year as part of its brand transformation.

– AP