After 75 years in a can, iconic meat SPAM® Chopped Pork and Ham will also be available in an easy to open plastic tub from July 2013.
The new 200g tub will complement SPAM® Brand’s existing 200g and 340g can varieties and provide a good opportunity to grow the existing canned meat category. No major brand has offered a plastic tub as an easy opening format before and the development is expected to attract both new and lapsed users to the brand.
Recent research undertaken by Hormel Foods has indicated that older consumers have struggled with opening the existing can format. The older generation is a key demographic for SPAM® Chopped Pork and Ham, as many have grown up with the brand and it’s hoped the new easy open format will encourage future purchase. The new format will also appeal to younger consumers who may not be used to buying canned meat.
As well as easy opening, another key benefit is less wastage, especially for the growing singles market. Once opened, the tub can be resealed and stored in the fridge for up to 48 hours.
Liz Dee, Hormel Brand Manager commented: “Our existing 200g can makes up almost half of SPAM® Brand sales, and this new easy opening format will encourage potential consumers to buy into the category.
“Many of our older consumers, who may have conditions such as arthritis, will now have easy access to the content which will give them a new reason to purchase SPAM® Chopped Pork and Ham.”
Liz has also revealed a comprehensive marketing launch strategy for the new tub which includes: advertorials in leading national women’s magazine; a full social media campaign via SPAM® Brand’s 150,000 UK Facebook fans; and a targeted consumer PR campaign in national and regional media. There will also be a focused marketing campaign in the camping and caravanning media as this lighter format is perfect for use in the great outdoors.
The new 200g tub will be launched in Tesco from mid July and ASDA in August, with other major supermarkets expected to follow.