Princes is adding to its range of sandwich fillers in the UK with a line of "deli-inspired" tuna-based products.

The ambient range is available in re-sealable pots and comes in four variants including Tuna Tikka Mayo and Tuna Thai Mayo.

The firm is also launching a tuna chunks in tomato sauce product. Princes said it is hoping to "increase frequency" of purchase of canned tuna by offering a wider product choice of healthy options and attracting shoppers buying tomato-based oily fish variants.

Princes' Tuna Deli sandwich fillers are available in 180g pots with an RRP of GBP1.99. The Princes tuna in tomato line is available in 160g single cans with an identical RRP.

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Princes, the UK’s number one ambient fish brand[1], is investing in the £319 million[2] ambient tuna market by launching a tuna in tomato sauce product and a range of tuna deli-inspired sandwich fillers to drive value and growth into the sector.

Tuna is the largest market in ambient fish and Princes is bringing innovation to the category by launching a new tuna chunks in tomato product which hit shelves in May. The launch aims to increase frequency of purchase of canned tuna by providing consumers with a wider product choice of healthy options and attracting those shoppers who buy tomato based oily fish variants.

Tomato-based variants account for more than 57%[3] of volume in oily fish and the new product will fill a gap in the market for the popular flavour.

Following the success of Princes tuna salads launch, which has driven 71%[4] incremental growth into the added value tuna category, range of Tuna deli-inspired sandwich fillers is also being launched to drive further growth. The new products are available in a convenient re-sealable pot in four variants, including Tuna Tikka Mayo, Tuna Thai Mayo, Tuna Mediterranean and Tuna New York Deli.

The two new product ranges tap into the growing consumption in lunchbox occasions, as nearly half the population take a lunch box to work[5], and are designed to have broad consumer appeal by providing a quick convenient meal solution that can’t be easily replicated at home.

The launch is being supported by a £1 million above-the-line campaign including advertising, in-store sampling, promotions, online activity and a targeted PR programme.

Neil Brownbill, marketing director for Princes, said: “Tuna is the biggest sector of the ambient fish market but has lacked innovation and so we are directly addressing this with the launch of two new products ranges. Tomato is popular within other fish products and we spotted an opportunity to drive category growth by responding to consumer needs and providing this new variant which addresses people’s desire to eat healthily.

“We are committed to developing our added value tuna range with new and exciting variants, and as tuna consumption is predominantly in sandwiches, the new tuna deli sandwich fillers line-up offers consumers new flavour combinations and a convenient value for money lunchtime solution.  We will be launching further new products in 2013 to help drive value in the category.”

Princes new tuna in tomato is available in 160g single cans with an RRP of £1.99 and Princes Tuna Deli sandwich fillers are available in 180g pots with an RRP £1.99.


Original source: Princes