Gorton’s Seafood gets a makeover | progressive grocer
Based on new consumer insights, Gorton Seafood recently unveiled new product packaging for its Smart Solutions and Everyday Gourmet lines. Additionally, all Gorton items will now feature a refreshed brand logo.
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 shop 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 marketing. for Gloucester, MA Gorton’s. “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 complement 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.
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.
Additionally, 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:
- Daily treats: Crab Cakes, Shrimp Scampi, Haddock Sticks, Cod Sticks, Tilapia Sticks, Plaice Fillets, Cod Fillets, Haddock Fillets, Simply Baked Salmon, Simply Baked Cod, Simply Baked Tilapia , Simply Baked Haddock, Simply Baked Shrimps
- Smart solutions: Grilled fillets with lemon pepper, Grilled fillets with garlic butter, Grilled fillets with lemon butter, Grilled haddock fillets, Grilled salmon fillets, Grilled tilapia fillets with garlic butter, Signature tilapia fillets, grilled cod
New packaging from Gorton will be rolling out this month. The brand’s goal is to offer all-new packaging at its partner retailers by the 2022 Lenten season.