California-based Chicken of the Sea Frozen Foods (COSFF), a Thai Union subsidiary, is seeing sales of its shrimp lines expand as consumers move toward healthier, simpler options.
The company's “Good, Better, Best” campaign, which launched in 2014, differentiated the group's Xcellent, Chicken of the Sea and Asian Gold brands for different consumers, with more stringent specs separating out the offerings.
Since the launch, the Xcellent line of shrimp looked into expanding to include untreated shrimp under the new “Pure & Simple” line.
