Yorkshire salmon producer sees 30% sales increase and distribution expansion calls following rebrand

A Yorkshire salmon producer has seen a 30 per cent increase in sales following a creative rebrand.

Bleiker’s Smokehouse, which produces smoked salmon, has seen a sales uplift of approximately 30 per cent in like for like sales following the creative rebrand by Leeds strategic brand agency Kiss Branding.

Since the rebrand, the company has seen requests from customers to scale up from regional to national distribution.

Poonam Saini, creative director of Kiss, commented: “We wanted to shift the attitude of smoked salmon from an 80s dinner party starter to something much more foodie and exciting.

“Inspiration came from the family smokehouse and their creative approach to flavours but also the new ways smoked salmon is consumed.

“This led to a shelf standout creative design that felt fresh, fun and flavourful, stepping away from the dark doomy landscapes typically seen across the category.”

Matt Kilb, strategic director of Kiss, added: “Consumer research revealed that smoked salmon was being consumed much more casually by customers and used as an ingredient to enhance a dish or even as a protein snack.

“Although millennials enjoyed eating smoked salmon, their perception of the product was dated, seen as something for dinner parties or nan’s Christmas spread and therefore not a product they saw themselves buying.

“This was reinforced further by the old fashioned look of the smoked salmon fixture.

Managing director of Bleiker’s Smokehouse, Charlie Andrew, said: “We have a unique proposition that will disrupt the market now.

“We are delighted with the work Kiss Branding did for us, they took the time to understand who we are and this was reflected in the quality of the creative approach and the delivery of the design, which were both really impressive.”