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Hormel Foods has launched a limited edition FIFA World Cup SPAM can in supermarkets across the UK, hoping to tap into the hype surrounding the sports event.

No advertising budget has been attached to the promotion but nevertheless sales have been strong, Hormel said. “The special edition can has been on sale a week and stocks will run out before the World Cup begins,” Hormel Spokesperson Sophie O’Mahony told just-food.

Swen Neufeldt, General Manager, Europe, Hormel Foods commented: “We wanted to do something special to celebrate World Cup 2006 and felt that a SPAM Special Edition World Cup Can offered consumers a fantastic way to support their team as well as enjoying the great taste and versatility of the product.”

Hormel expressed hopes that the World Cup can will attract new and lapsed users to the brand.