Tinned fish company Bela Brand Seafood has unveiled the company’s first rebrand since its founding 28 years ago.
Founded by Joshua Scherz, Bela Brand Seafood, now operating under the name BELA, got its start in 1997 as a brand selling high-end tinned fish in the U.S. market.
Scherz told SeafoodSource in November 2024 that the company formed as canneries across the U.S. were starting to shut down and made its mark as one of the first high-end tinned fish companies on the market.
“BELA really changed the industry when we came in,” he said. “We came in at a time when the whole industry was caving, and we built a brand based on sustainability and quality.”
Throughout that time, the company has used the same branding and packaging, and Scherz said it was time for a change.
"While we've become a leader in the tinned fish industry, this refresh wasn't out of necessity. It was time to embrace something new, have a little fun, and honor our brand's evolution,” he said.
The company said it has launched ...
