Canada’s High Liner Foods said a decision to redesign the company’s iconic Captain High Liner logo is more strongly linked to its 120th anniversary than to the company’s ongoing business turnaround plan.
Captain Higher has been well known to consumers on the frozen foods aisle for 40 years.
The company said it is also using its anniversary as an opportunity to give all of its packaging a makeover.
“As part of everything, it’s definitely just about reinvigorating our brand,” Craig Murray, High Liner’s senior vice president of Marketing and Innovation, told IntraFish.
