The move signals a fresh push to make seafood more approachable, practical and central to everyday meals.
“Seafood has long been seen as intimidating or occasional,” Daryl Gormley, chief executive of Aquamar.
“Protein demand is rising, and US dietary guidance encourages Americans to eat more seafood. There’s a clear opportunity to make seafood an accessible, dependable centre-of-the-plate choice. Our new brand and portfolio are built to do exactly that.”
The company’s refresh, developed with Canadian agency ONE23WEST, embraces the tagline ‘fuss-free seafood’ with packaging that now features vibrant visuals and motion-inspired graphics. Jeff Harrison, partner and head of design at ONE23WEST, said: “Seafood has been stuck in a visual rut for a long time. Aquamar gave us permission to do the opposite, making it fun, vibrant and approachable.”
The expanded product range includes fully cooked, refrigerated Pan-Seared Creamy Basil Pesto Pacific Cod, Pan-Seared Spiced Chile Lime Pacific Cod, Pan-Seared Lemon Butter Pacific Cod, frozen Crispy Scallop Bites, and Salmon Wellington with Cheddar, Lemon and Spinach.
Nutrition experts note that seafood is rich in high-quality protein, omega-3 fatty acids, vitamins D and B12, and minerals like selenium – nutrients associated with heart health, brain function and reduced inflammation. With Americans eating less seafood than recommended, Aquamar hopes that its convenient options could help bridge the gap.
