In addition to revamping its own image, Bumble Bee is partnering with a plant-based tuna company to attract new customers. One pack reads “bee well for life,” positioning the product as a health food. The new packaging calls out the amount of protein per container, features images of the ingredients lending flavor (like onions and chili pepper) and has new messaging. Gone is the chef-bee mascot, which can be found peeking over labels on some cans and pouches. In addition to launching new flavors and packages, Bumble Bee is rolling out a new, nautical look. Sales of the product popped 40% by volume in 2019, according to the company. The company has already been selling tuna in pouches, and the format is performing well. And it’s launching nine flavors of tuna in pouches, equipped with a spork so people can eat on the run, as well as a similar product in an easy-to-open can with a clear lid. It is also rolling out new “protein-on-the-run” snack packs, with crackers, a sea salt caramel chew and tuna in olive oil and zesty lemon, black pepper or sweet jalapeno. This year, Bumble Bee plans to start selling new microwavable “bistro bowls,” low-calorie meals containing tuna, vegetables, and rice or pasta. They kept those insights in mind when developing new products and packaging.īumble Bee is rolling out new products, and bringing a version of its "Bistro Bowl," now sold in Canada under the Clover Leaf label, to the United States. To better connect with today’s consumers, Bumble Bee spoke to about 10,000 customers over the course of a year, Tharp said, to get a better sense of what they’re looking for. “They’re looking for bolder flavors,” he added. Younger eaters “don’t like status quo,” said Brian Choi, managing partner and CEO at the Food Institute, a food industry news and market research company. Overall, she said “the industry can do a better job” of selling its product. “There’s absolutely no reason why the category should be down,” she said. It’s a good source of protein that is low in calories and free of sugar. New products and new packaging can help, said Tharp. Now, the company is ready to reveal some of its efforts, including new products, a sleek, updated design and a partnership with a plant-based tuna company.īumble Bee is chasing customers by revamping its own image.įor too long, Bumble Bee failed to keep up with the times. Over the past year and a half, she said, Bumble Bee has been working behind the scenes to revitalize its business. “We are super excited about our future,” she told CNN Business. According to a 2018 report from the National Oceanic and Atmospheric Administration, annual per capita consumption of canned tuna has been falling steadily for decades, from 3.7 pounds in 1990 to 2.1 pounds in 2018.īut Jan Tharp, Bumble Bee’s CEO since 2018, says things are looking up. ShutterstockĪnd Americans are eating less canned tuna. Its old logo, seen here, will get a makeover. Bumble Bee is coming out with new packaging and new products this year.
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