Demanding market of canned fish requires constant work to improve the quality of products. To meet these requirements, the company Sardina, which was founded in 1906, created a new brand called Adriatic Queen. In terms of the already tested and widely recognized recipe, Sardina products do not change, but the new technology will enhances their quality. New look and name are intended to achieve greater attractiveness of the product in the demanding domestic and foreign markets. Currently a brand Adriatic Queen includes as many as 14 products of tuna, sardines, hake, mackerel pate and a planned development of the entire range of products under this brand.