Wikipedia explains the brand name Chicken Of The Sea thusly.
In the “old days,” fishermen referred to the white albacore tuna as “chicken of the sea.” It was called this because the white color and very mild flavor reminded them of chicken. The founder of the company thought this would be a unique name for a brand of tuna, and the Chicken of the Sea brand is now widely known in the Americas.
Chicken of the Sea is a venerable brand just about every American knows. There’s that. To jettison a well-known name at this juncture might be considered silly, but not to me. It’s time to find something with a little more positive brand value. Something that isn’t a joke punch line.
Even with Chicken of the Sea being a master brand name for salmon, clam, shrimp and mackerel, I’d lose it. Chicken of the Sea is synonymous with tunafish – which is not tuna anymore, it’s tunafish – a canned variation packed in water or oil. The brand name has gotten old, silly and can be so much better.
It’s time for a change Thai Union Group (owner). I’m betting with a little smart brand planning, brand design and naming, you will be able to steal some share from Bumble Bee before next summer. Peace.