What does it take for a company with strong name recognition to abandon the title customers have grown to trust in? For Costa Rican tuna giant Sardimar, the answer is a shift in consumer demands.
The company, which sells a gourmet tuna to Europe and the United States under the brand Tonino, based its decision on new findings from the global market research firm Mintel, as well as internal research, showing that people want not only convenience but health in their food products.
