Bumble Bee Seafoods awarded by NOSH.com for best new packaging design of 2020


SAN DIEGO – (COMMERCIAL THREAD) – Bumble Bee Seafoods has been recognized with NOSH.com’s annual “Best Of” awards for the bold and fresh overhaul of the brand’s signature tuna cans, pouches and snack kits. Each year, NOSH’s annual “Best Of” awards are presented to honor the companies, brands, individuals, products, ideas and trends that shape the food industry.

“Our new packaging design is really a reflection of what our consumers have told us they want,” said Amanda Baiada, director of integrated marketing at Bumble Bee. “Consumers demanded packaging that would make shopping easier for them with an emphasis on flavor messages and health and wellness benefits. ”

The packaging redesign was created by Bex Brands of San Diego. Bumble Bee and Bex Brands began work on the redesign in June 2019 with a series of consumer focus groups. The new design features the slogan “Bee Well for Life” as a nod to the re-imagined positioning of the brand in health and wellness and to the bright future of the company. The new packaging began making its debut on grocery store shelves in April 2020.

“With the new design, we aimed to honor the legacy of what Bumble Bee has stood for, but also to consider how the company is growing and innovating,” said Becky Nelson Dahl, partner at Bex Brands. “Bumble Bee needed to refresh and modernize the packaging to make the product appear on the shelves. ”

The new packaging design is part of a series of strategic investments the 120-year-old seafood company has made this year as part of a bold journey of brand transformation. Over the summer, Bumble Bee showcased the new design in a groundbreaking new TV and digital ad campaign known as’ Yes! Bumble Bee! », The brand’s first major advertising campaign in years. The campaign focuses on promoting the many benefits of tuna and asks consumers to reconsider how they have traditionally used Bumble Bee products.

The NOSH.com award follows Bumble Bee’s nomination as ‘Best Workplace 2020’ by the San Diego Union-Tribune, for the second year in a row.


The Bumble Bee Seafood Company passionately pursues its goal of nourishing people’s lives with the power of the ocean. The iconic 120-year-old fishing company consistently aims to provide delicious, healthy and affordable food to consumers while working hard to find new ways to protect the ocean and those who depend on it. Bumble Bee is firmly anchored in a commitment to connecting the world to the ocean by redefining the sourcing, production and consumption of ocean-inspired products.

Bumble Bee’s complete line of seafood and specialty proteins are marketed in the United States, Canada and more than 50 markets around the world under leading brands such as Bumble Bee®, Brunswick®, Clover Leaf®, Snow’s®, Wild Selections® and Beach Cliff®. For more information about the company, visit TheBumbleBeeCompany.com. For more product information, visit www.BumbleBee.com.

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Tanya S. Norvell