Jealsa, Spain’s leading cannery, approached Lantern with the aim of working on a new development for its historic brand Rianxeira. The challenge was no small one—innovation is hard to come across in this category and distributor brands dominate with over a 70% market share.
One of the main learnings from our research was that the canned products consumer is eager for new solutions that alleviate pain points. On the other hand, it was clear that the “conscious consumer” is ever more present, seeking brands that take a stand on societal and environmental issues.
We found that the key was for our client to understand how a greater purpose can act as a silver thread to give meaning to the company’s strategy. Jealsea, the company behind Rianxeira, has always had a high level of involvement with organizations that promote sustainable fishing, and implements a quality and safety policy that prioritizes suppliers that fish sustainably. Jelsea was also one of the first companies to collaborate with the International Seafood Sustainability Foundation (ISSF). The purpose was always there; our job was to shape it and integrate it in the brand ethos.
This is how Rianxeira’s new positioning, with the help of Lantern, emerges with sustainability, health, and transparency as fundamental values. Equally as important is their purpose—creating a brighter future for the seas and those who live from it, and helping people to better enjoy seafood products. This positioning aims to place the brand in a segment which prioritizes quality and added value.
However, positioning alone is incomplete without an aligned value and product proposition. That’s why Rianxeira has launched a product line of core, novel products in the category. The entire range of tuna and bonito is obtained through angling and is MSC (Marine Stewardship Council sustainable fishing seal) certified. Each product contains just the right amount of oil or mineral water, fleur de sel and organic ingredients (sunflower oil and extra virgin olive oil)—in a nutshell, clean labels and sustainable raw materials. For the second wave of launches, Lantern has conceptualized innovative proposals with new formats, seeking to integrate them into usages and moments where canned products are not traditionally present.