Wild Planet unveils new packaging and encourages consumers to ‘Lunch Offline’

Wild Planet has unveiled a new packaging design for its canned seafood portfolio, with the updated packs beginning to roll out across retail stores.

The redesign introduces changes intended to make the range easier for consumers to navigate on shelf. Products are now differentiated using a colour-coded system based on factors including seafood species, packing liquid and flavour.

Wild Planet has also updated its ocean-and-leaf logo, while the new cans feature a fish pattern along the bottom of the packaging. Other changes include more prominent protein information, a “Premium” designation and increased emphasis on the company’s “Wild-Caught” messaging.

The packaging refresh is being introduced across Wild Planet’s portfolio and is expected to continue appearing on shelves over the coming months.

Founded in 2004, the seafood company works with selected fisheries and uses fishing methods including pole-and-line fishing, which is intended to reduce bycatch and its impact on marine ecosystems.

Our refreshed look brings a vibrant, sophisticated presence to the shelf while making it easier than ever for shoppers to find high-protein, wild-caught nutrition. While we’ve upgraded the shopping experience with clear protein designations and an intuitive color-coded design, our commitment remains the same: wild-caught, sustainably sourced seafood packed with natural nutrients, exceptional flavour, and zero fillers.

Sue Thanavaro, Brand Marketing Director of Wild Planet.

Alongside the packaging update, Wild Planet has launched its Lunch Offline campaign, which encourages people to take their lunch breaks away from their desks and spend time outdoors.

The campaign is being promoted alongside the company’s Ready-to-Eat Tuna Bowls and forms part of Wild Planet’s wider positioning around outdoor experiences and its wild-caught seafood range.