Bumble Bee launches Good For You campaign with single-serve kits, recyclable packaging

Bumble Bee Seafoods unveiled the Good For You campaign on January 19, 2026, rolling out new single-serve kits, a revamped Prime line, and recyclable packaging as part of a push to reposition tuna as a versatile, everyday protein. The campaign was created with ad agency The Many and film director Ashley Armitage, and will run across connected TV, digital video, social, and search.

The move aims squarely at younger consumers, encouraging more frequent use of tuna beyond the traditional sandwich or salad. Retail formats highlighted in the launch include single-serve portions and pouch and slab formats that are easier to tote and use on the go. For anglers and shore-side cooks, single-serve kits offer a compact, shelf-stable protein option for long days on the water or quick meals between sets. Pouch adoption was named specifically as a target, signaling more shelf space and merchandising attention for flexible packaging in stores.

Packaging and sustainability features are front and center in the campaign. Bumble Bee emphasized recyclable packaging as part of its broader sustainability initiatives. That matters to coastal communities and anglers who deal firsthand with marine debris and who value brands that reduce plastic waste. Recyclable pouches and streamlined cartons can lower the footprint of a pantry staple and make it easier to carry responsibly to boat, pier, or campsite.

The Good For You campaign is positioned as a category modernization effort rather than a narrow product push. By combining creative work from The Many and film direction by Ashley Armitage with a cross-platform media plan, Bumble Bee is attempting to change perceptions of tuna from legacy pantry item to contemporary, convenient protein. The campaign’s reach across connected TV, digital video, social, and search increases the chances that younger shoppers will see tuna presented in new contexts, from quick lunches to post-fishing meals.

For the tuna fishing community, the practical takeaway is immediate. Expect to find more single-serve kits on grocery shelves and in outdoor retailers, and watch for Prime line updates that may include flavor or format tweaks suited to on-the-water consumption. Recycling-friendly packaging should make it easier to manage waste while out fishing or camping.

This campaign marks a clear moment for the category: if younger shoppers adopt pouch and single-serve formats, grocery assortments and on-the-water meal habits could shift. Keep an eye on local stores for the new Prime packaging and single-serve kits, and consider swapping a bulky cooler snack for a compact, recyclable tuna kit on your next trip.