To many companies, it can feel like swimming upstream to introduce a new product into a crowded category. But this one made it, big time. Bear & Wolf Salmon came to GKD for help introducing a new canned salmon brand in an established food category dominated by national brands. The first assignment for GKD was to identify key brand differentiators, which became the foundation for packaging, taste testing and initial sales. The result: positive consumer validation and a highly successful launch with Costco. This promising entry into the category caught the attention of Trident Seafoods, which went on to acquire the company.