Australis Aquaculture is starting out 2022 with new packaging design and branding for The Better Fish barramundi line, along with two new products.
The Greenfield, Massachusetts, U.S.A.-based supplier is rolling out The Better Fish frozen Crispy Fish Tenders and Tuscan Butter Herb barramundi, which will launch first with Whole Foods Market stores nationwide, followed by other retailers in the first quarter.
The 12-ounce bags retail for a suggested USD 9.99 (EUR 8.83) each.
Executives with the longstanding barramundi producer “recognized a need to update our brand to better reflect our core values, reinforce our category position, and improve memorability for consumers,” Australis Aquaculture Director of Marketing Julie Qiu told Seafood.Source.
When executives previewed The Better Fish’s new branding and packaging with some key customers, “they were very excited about the new look,” Qiu said.
“We feel confident that the refresh will not only help spur sales in 2022 but poise us to manage the accelerated growth we plan to see over the next two to five years,” she said.
While Crispy Barramundi Tenders is a “brand new product format” for Australis, “it is a pretty familiar one to many frozen fish buyers,” according to Qiu.
“The lightly breaded pieces are cut from natural fillets, so you still experience barramundi in its original form,” she said.
Meanwhile, its new Tuscan Butter Herb barramundi was developed after an extensive flavor and ingredient selection process, Qui said.
“The buttery tomato, garlic, and chive sauce brings out the best in the fish. It also offers a nice contrast to our other items,” she said. “Based on the success of our Lemon Herb Butter and Garlic Teriyaki Barramundi, we wanted to expand the line in a way that still makes barramundi feel exciting and approachable – especially to female millennial seafood consumers.”
Photo courtesy of Australis Aquaculture
