Log in or Register for enhanced features | Forgotten Password?
White Papers | Suppliers | Events | Report Store | Companies | Dining Club | Drinks | Retail | Videos
Food Technology
Return to: FBR Home | Food Technology | Packaging

Gorton's Seafood introduces new re-designed packaging

Published 21 September 2016

Gorton's, the provider of frozen seafood, is inviting consumers to take part in their Sea of Possibilities Sweepstakes, which offers a grand prize of $5,000, as part of the launch of their re-designed packaging.

Gorton's is changing their packaging and the way they merchandise their products to make it easier for consumers to find the products that meet their needs. The re-designed packaging will divide Gorton's extensive offerings into three distinct product types, so consumers can quickly and easily understand the benefits each product provides and make a quick decision at shelf. The new designs are starting to hit grocery shelves now and should completely replace current packaging by 2017.

With an average of more than 20 items per store, Gorton's offers consumers a sea of possibilities for building delicious, wholesome seafood meals any night of the week. While Gorton's offers the widest variety of frozen prepared seafood options in the U.S., many consumers still associate the brand with only breaded fish sticks, and are unaware of the vast array of healthier and gourmet items available.

Much of this misperception was due to merchandising all of their products in the familiar bright yellow packaging that has become synonymous with their brand. Gorton's conducted extensive consumer research and learned that new packaging design would better distinguish between product types and more quickly communicate unique product benefits.

"Consumers don't tend to linger in the frozen aisle. They want to quickly find what they are looking for and move on," said Gavin Kennedy, Director of Consumer Marketing at Gorton's. "At shelf, consumers were often overwhelmed by the sea of our familiar bright yellow packaging, which is a beacon for our section but makes it difficult to distinguish one type of Gorton's product from another. Our new look makes it much easier for our customers to find exactly what they're looking for as they plan their meals."

Gorton's will continue to have their iconic Fisherman at the wheel at the top of all packaging, but now their products will be divided into three distinct segments, each with its own color and design:

  • Delicious Classics for consumers who prioritize convenience: Delicious, classic breaded and battered seafood favorites the whole family will love. These items, including Crispy Battered Fish Fillets and Crunchy Breaded Fish Sticks, will remain in the same familiar Gorton's yellow packaging.
  • Smart Solutions for consumers who prioritize a healthier lifestyle: Consumers will be able to easily recognize Smart Solutions items, including Classic Grilled Salmon Fillets and Garlic & Herb Skillet Crisp Tilapia Fillets, in a new light and airy design with nutritional callouts that highlight better-for-you benefits like protein, fat and calories.
  • Everyday Gourmet for consumers who prioritize unique items and bold flavors: Chef-inspired selections of premium fish and shrimp that make every day meals more special. Everyday Gourmet products, like Roasted Garlic & Butter Simply Bake Salmon Fillets and Parmesan Crusted Cod Gourmet Fillets, will be displayed in artisan-inspired packaging with rich brown tones.

The change in packaging coincides with a company-wide effort to simplify the ingredients across the entire line of Gorton's products, focusing on real ingredients like freshly baked breadcrumbs, real garlic and herbs and grated Parmesan cheese. This new look will better reflect what Gorton's has always offered consumers -- superior quality, 100% real fish with no fillers or artificial flavors, and wild-caught or sustainably sourced farm-raised seafood that is always safety and quality inspected, and traceable to its source.

Consumers can enter the sweepstakes and see rules and regulations at GoGortons.com/sweepstakes. Consumers can also download valuable coupons and sign up to receive a free digital newsletter with recipes and special offers. Gorton's Seafood is on Facebook, Twitter, Instagram and Pinterest, where consumers can connect with the brand and be the first to receive news, special promotions and sweepstakes details.

Source: Company Press Release