To revitalize an industry more than 100 years old, canned tuna companies may have found the secret — change the way we perceive and eat tuna. At stake are annual sales of over $1.3 billion.
Chicken of the Sea International’s latest innovation may change the way consumers enjoy an American standard — tuna salad. The Tuna Salad Kit, unveiled today by the San Diego-based company, comes months after Starkist introduced tuna in a vacuum-sealed pouch.
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“Change is good for the industry,” said Dennis Mussell, president/CEO of Chicken of the Sea. “These new products will increase sales for the entire category, and potentially could turn the tuna market around.”
Designed for today’s consumer, the convenient kit contains all the pre-measured ingredients to make great tasting, fresh tuna salad for the whole family: premium, no-drain tuna in a vacuum-packed foil pouch, a proprietary blend of flavored mayonnaise or salad dressing and dry seasoning. Product is expected to begin shipping to retailers on April 1, 2001.
Chicken of the Sea is convinced it is meeting a consumer need, and there are some hard numbers to support this, including the industry estimate that 75 percent of tuna purchases are used for making tuna salad.
“In independent research tests, 88 percent of consumers said they would purchase this product,” said Don George, Chicken of the Sea’s senior vice president of marketing. “The research also showed indicators of long-term sustainability, so we’re just elated by these findings.”
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By GlobalDataThe Tuna Salad Kit helps to solidify Chicken of the Sea’s reputation for innovation. It was just a year ago that the company introduced a Tuna Salad Kit for the foodservice operators. And in 1988, Chicken of the Sea was the first national brand to offer specialty seafood products, including crab, shrimp, oysters and clams. Another first: In 1985 Chicken of the Sea introduced skinless/boneless pink salmon and is the dominant leader with a 70 percent share of the market. In fact, the company’s tradition of innovation dates back to the early part of the 20th century, when it became the first cannery to commercially pack yellowfin tuna.
Chicken of the Sea is supporting the Tuna Salad Kit launch with a national TV advertising campaign; consumer print; national freestanding inserts; couponing; and in-store demonstrations and sampling.
Winner of the “Gold Medal Taste Award” from the American Tasting Institute, Chicken of the Sea is a seafood category leader providing a variety of canned seafood products, including tuna, salmon, crab, shrimp, oysters, clams, mackerel and sardines. The Chicken of the Sea brand and famous Mermaid icon are among the most recognized brands in America.
More information on Chicken of the Sea can be obtained by visiting the company’s Web site at www.chickenofthesea.com.
