Riga, Latvia-headquartered canned fish producer Karavela has launched a new brand identity for its Larsen range of products, sold in the German market.
According to the company, several hundred thousand euros have been spent in the rebranding process, with the aim to make the products more visually appealing. However, most of the investment was made in new consumer studies that were conducted to enable it to better position the products in canned fish categories.
“What we have found out during these studies is that in times like these, when inflation has soared to never before seen levels, customers tend to cut back on inessential purchases and move on to cheaper options to increase their buying power, which, of course, is not that surprising,” Karavela Marketing Manager Rolands Romanovskis said. “What has come as a surprise is the notion that consumers feel that with the increase in prices, the quality of branded products themselves has started to noticeably deteriorate. Karavela has chosen not to pursue this road and we are dedicated to providing the highest quality products for the fairest prices.”
Larsen products will also now be packaged in transparent lid cans so that shoppers can see the contents of the cans before purchasing. The new product design will be officially presented during Seafood Expo Global 2023 in Barcelona, taking place 25-27 April.
Karavela acquired German fish manufacturer Larsen Danish Seafood in 2019 and integrated its production, trade, and brand into Karavela’s operations. This acquisition allowed Karavela to become the market leader in Germany in several segments.
