Prime Shrimp, the New Orleans-based pioneer in premium, ready-to-cook shrimp solutions, today announced the launch of its complete brand refresh—including updated logo, packaging, and in-store presentation—designed to underscore the company’s commitment to innovation and to better serve forward-thinking shoppers who seek fun, flavor, and convenience at the grocery store.

This comprehensive rebrand extends across the full Prime Shrimp product range—including stovetop sous vide seasoned and sauced shrimp, shrimp burgers, and other value-added formats—and introduces a unified visual identity built to communicate the brand’s mission, vision, and values more clearly on shelf.

“Today’s consumer wants more than just protein—they want a product that’s quick, delicious, and suited to their lifestyle,” said Grace Dearnley, Marketing Director at Prime Shrimp. “Our new branding is anchored in who we are: three generations of shrimp expertise, relentless innovation, and a belief that shrimp belongs in every home’s weekly rotation—not just on special occasions. With this fresh packaging and design, we’re better communicating how and why our product reflects those tenets of our identity.”

The updated brand design features bold color blocks, clean typography, and vibrant iconography that highlight the fun and flavorful essence of Prime Shrimp’s products. Packaging callouts emphasize benefits such as “sustainable sourcing,” “restaurant-quality at home,” “ready in minutes,” and “no mess, no smells”—all rooted in the brand’s mission to elevate and simplify shrimp. 

While the visual overhaul is significant, the brand’s core tenets remain unchanged. Prime Shrimp continues to lead with creative formats and flavors—making shrimp easier, quicker, and more exciting to cook at home. Every product is sourced from responsibly managed aquaculture facilities in Ecuador and processed in the company’s BAP-Certified New Orleans facility. The new branding speaks directly to shoppers who value both ease and delicious taste, while reinforcing the brand’s vision of positioning shrimp as a go-to protein for busy lifestyles.

Prime Shrimp’s new branded packaging can be found on shelf at more than 300 Whole Foods Market locations across the United States and is also featured in Prime Shrimp’s ongoing partnership with QVC.