UK-based Princes has launched its namesake tinned tuna range on the French market.
It comprises five flavours – natural, sunflower oil, extra-virgin olive oil, lemon and black pepper and will be rolled out in supermarkets from July. Until now, Princes has been supplying French supermarkets private-label tuna.
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A Princes spokesman could not confirm reports the company had set itself the objective of attaining annual sales of EUR30m in the next three years, a level that would be comparable to its private-label sales in France.
Private labels dominate France’s tinned tuna segment market accounting for 50% of sales. The leading brands are Petit Navire with a market share of almost 28% and Saupiquet, with just over 14%.
Commenting on the launch, Princes said market research indicated consumers showed little loyalty towards brands reflecting dissatisfaction, an openness to change and a quest for a product which offered value for money.
Blind testing of Princes tuna in France yielded very positive results, it added.
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By GlobalData
