Gorton’s Re-Designs Packaging
The re-designed packaging will divide Gorton’s offerings into three distinct product types
With an average of more than 20 items per store, Gorton’s offers consumers a sea of possibilities for building wholesome seafood meals any night of the week. While Gorton’s offers the widest variety of frozen prepared seafood options in the US, 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 its iconic Fisherman at the wheel at the top of all packaging, but now its products will be divided into three distinct segments, each with its own color and design:
· Delicious Classics for consumers who prioritize convenience: 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.