The stories behind seafood's most interesting brands.
An editorial series on seafood branding, marketing, packaging, consumer perception, culture and commercial strategy.
Behind the Label is independent journalism about brands. It is not sponsored content, and the brands featured have not commissioned, endorsed or approved these stories.
Behind the Label
Birds Eye invented him in 1967, killed him off in 1971, brought him back in 1974 and has recast him ever since. Captain Birds Eye's long career shows what a mascot can do for frozen fish, and what it can't.
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Behind the Label
In Matosinhos, a sardine cannery that nearly closed has turned slow, hand-made production into its strongest selling point. NURI's tins look almost exactly as they always have. The business behind them does not.
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