Wild Planet Debuts Bold Packaging Refresh, Inviting Consumers to Step Into the Wild

Leader in sustainable seafood embraces its untamed origins with a portfolio-wide redesign alongside a Lunch Offline campaign, encouraging shoppers to break free from routine and step into the open air

• Packaging Refresh: Wild Planet is rolling out a portfolio-wide packaging refresh and redesigned logo nationwide, featuring species-based color coding, prominent protein callouts, and an updated ocean-and-leaf logo.
• “Lunch Offline” Campaign & Activation: The redesign coincides with the launch of Wild Planet’s “Lunch Offline” campaign, anchored by an interactive Seattle pop-up on September 15, offering Ready-to-Eat (RTE) Tuna Bowls, professional fishing lessons, and outdoor gear to help desk-bound workers disconnect from screens and recharge outside.
• Research Findings: As part of the campaign, a Talker Research survey commissioned by Wild Planet uncovered a widespread workplace outdoor deficit, highlighting screen fatigue, skipped lunch breaks, and a growing desire among hybrid workers to reconnect with nature during the workday. The findings showed that workers strongly agreed that midday fresh air directly restores focus and productivity.

MCKINLEYVILLE, Calif.--(BUSINESS WIRE)--Wild Planet, pioneer in sustainably caught canned seafood, today announced a modern packaging redesign rolling out on store shelves nationwide, alongside the launch of its Lunch Offline campaign, a call for workers to step away from their screens and get outside during the workday. Since 2004, Wild Planet has stayed true to its wild roots, partnering with select fisheries and employing sustainable methods like pole-and-line fishing to minimize bycatch and protect marine ecosystems for future generations. Together, the refreshed look and Lunch Offline campaign carry that same spirit forward, a reminder to taste the difference of seafood caught the wild way.

The leading sustainable seafood company is introducing its new look portfolio-wide to elevate shelf navigation for the modern consumer. With a revamped ocean-and-leaf logo and a new color-coded system organized by species, pack liquid, and flavor for easier shop-ability, the sleek packaging makeover honors the brand’s sustainable values. The new designs also feature prominent protein callouts, a "Premium" designation, prioritized "Wild-Caught" messaging, and a signature fish pattern across the bottom of every can.

“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,” said Sue Thanavaro, Brand Marketing Director of Wild Planet. “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 flavor, and zero fillers.”

As the new packaging continues to appear on shelves over the coming months, Wild Planet is bringing its wild ethos to life through its Lunch Offline campaign. This initiative encourages consumers to step away from their desks, actually take a real lunch break, and feel refreshed by reconnecting with the outdoors alongside Wild Planet's Ready-to-Eat (RTE) Tuna Bowls.

To better understand the disconnect driving this need, Wild Planet commissioned a survey of 2,000 hybrid workers through Talker Research, uncovering just how far removed the modern workday has become from the outdoors:

• Desk-Bound Routines: 56% of workers regularly fail to step outside during an in-office workday beyond their commute.
• Skipped Lunch Breaks: 85% admit to skipping their lunch break entirely on occasion, despite 91% agreeing that a midday break is essential.
• Craving Nature: 78% would prefer to eat lunch outdoors for a majority of their workdays, with 67% actively prioritizing outdoor time today compared to previous years.
• Mental Resets: 64% report that fresh air completely resets their focus, and 58% state that screen breaks are vital for mental clarity.

Wild Planet's wild-caught heritage runs through everything it does, including how it invites people to reconnect with the outdoors. That spirit came to life on September 15 at an interactive Seattle pop-up, where workers traded desks for hands-on fishing lessons, custom outdoor swag, and complimentary Ready-to-Eat Tuna Bowls. Packed with sustainably pole-and-line caught wild skipjack tuna, organic vegetables, legumes, pasta, and grains, the nutrient-dense bowls require no heating or prep, fueling wherever the day takes you.

Over 500 people came out to the Seattle pop-up to trade their desks for an afternoon outside, casting lines and enjoying the Ready-to-Eat Tuna Bowls. Several attendees mentioned it was the most relaxed workday they’d had in months, a fitting kickoff for a campaign built around stepping away from the screen.

“As daily routines keep us locked to our screens, ‘Lunch Offline’ is our invitation to step away from office walls and rediscover the restorative energy of nature,” Thanavaro added. “Bringing our Seattle pop-up to life with hands-on fishing lessons and delicious Ready-to-Eat Bowls isn't just about taking a lunch break, it's about making a conscious effort to step into the wild, nourish your body with responsibly caught seafood, and return to your day feeling recharged.”

To check out Wild Planet’s suite of sustainably caught canned seafood products, please visit www.wildplanetfoods.com.

About Wild Planet

Wild Planet is the first large-scale sustainably focused canned seafood company in the country, offering a broad portfolio of products sourced in a manner designed to preserve the delicate marine ecosystem for future generations. Based in McKinleyville, California, the company was founded in 2004 by seafood industry veteran Bill Carvalho to realize his vision of bringing the highest environmental standards to the fishing industry. Wild Planet partners with select fisheries who use sustainable fishing practices such as pole-and-line fishing and selective harvesting, ensuring ecologically sound methods as well as supporting the livelihood of coastal communities. The company has been repeatedly recognized by Greenpeace for its procurement policies and practices and provides guidance for corporate environmental standards at some of the nation's most influential grocers. For more information, visit WildPlanetFoods.com.