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 new products and new packaging that reflect the company’s updated identity and build on its legacy. The company also revamped its website and gives customers the option to purchase its products directly.
The company said its new look also comes with a new tagline, “Everyone’s Welcome to the Table,” which it said underscores its belief that “tinned fish is an inclusive and accessible food for all.” The company is also launching a new brand of merchandise which includes playing cards, apparel, and tote bags, it said.
Tinned fish has undergone a revitalization in recent years – in part helped along by a “tinned fish date night” trend on TikTok that brought in new younger customers.
Scherz said the company has been one of the beneficiaries of the rise in tinned fish and that the industry has been "on a tear" in recent years. Shelf-stable seafood sales also grew throughout much of 2024, though they experienced a slight downturn in December.
Since BELA’s start, other high-end tinned fish companies have popped up on the market.
Fishwife Tinned Seafood, founded in 2020, entered the market in direct response to the growing interest in the tinned fish space. It, much like BELA, aimed to elevate the reputation of the product type in the U.S., Fishwife CEO and Co-Founder Becca Millstein said.
Other existing companies like De Medici have also been capitalizing on the growing trend by introducing new tinned seafood products to the market.
“As new names join us in the aisle, we believe our nearly 30-year commitment to transparency, quality, and sustainability sets a standard others can aspire to – because, for us, it's about doing things the right way, not the trendy way,” Scherz said.
