Princes has announced the launch of a new line of British Classics sandwich pastes. 

The company said the range had been launched to celebrate the upcoming Olympic Games and Royal Jubilee. It comes in “vibrant” union jack-themed packaging. 

The range comes in five varieties: Fish ‘n’ Chips, Baked Beans, Smoky Bacon, Sausage & Tomato and Chicken Tikka. Princes said that the flavours were developed following research to identify “favourite British meals”. 

“We’re seeing a growing trend for people seeking familiarity, and opting for food and flavours they know. We anticipate an increasing demand for all things British during the year in the light of the Jubilee and Olympics,” Neil Brownbill, marketing director for Princes, said. 

Brownbill claimed that the range will appeal to existing consumers and attract new ones to the category. 

“We have developed flavours that are extremely popular with consumers and the nature of the packaging design will appeal to younger audiences, which will attract them to the pastes fixture and encourage trial. “Our research shows that 74% of current pastes purchasers will buy this product incrementally, generating increased purchasing with existing consumers. The new range also gives an opportunity to attract lapsed shoppers back to the fixture.” 

The range will be supported by in-store promotions, PR and Princes’ ‘Yours to Enjoy’ consumer advertising campaign.