Innovative New Fish Products Meeting Consumer Demand for Health, Taste and Convenience

International food and drink group Princes has launched a range of new; innovative fish based NPD – Infused Tuna Fillets and Mackerel Sizzle.

Both products are aimed at a new audience for Princes, targeting shoppers who are on the look-out for health, taste and convenience, with the aim of growing penetration in the segment.

The products feature the new modern Princes pack designs, announced as part of a £5m rebrand, focused on enhancing brand consistency and differentiation across all of Princes product categories – Fish, Meat, Fruit, Juice and Ready Meals.

Mat Lowery, Commercial Director Fish at Princes Group said: “These two unique innovations are a result of our response to the changes we are seeing among our consumers, by providing products that meet the needs of modern family life. We will continue to innovate to remain relevant and provide our consumers with the great tasting, convenient products they expect from us, as we continue to grow as one of the UK’s largest food and drink brands.”

Princes Infused Tuna Fillets are tender, succulent hand-packed pieces of tuna, infused in oil. They are the first products of this kind in the UK market, aiming to drive premiumisation by tapping into key consumer trends around health and convenience, and featuring an innovative new packaging format in the tuna category with a convenient see-through lid. Infused Tuna Fillets are available in two variants: Olive Oil and Chilli Infused Oil. They will RRP at £2.00 and are available from 15th July 2019.

Princes Mackerel Sizzle are skinless and boneless mackerel fillets in marinades -which when cooked in a pan turn into a delicious sauce. This is the first canned fish product specifically designed to be cooked to create a hot dish, an opportunity to extend canned fish usage into evening meals. The range consists of three exciting flavours: Zesty Lime and Chilli Mackerel; Rich Tomato and Herbs and Smokey Chilli and Tomato. It taps into consumer demand for nutritious tasty meals that are easy to make and ready in minutes. The launch will be supported with a large scale media campaign later this year. Princes Mackerel Sizzle will RRP for £1.90 from 15th July 2019, and will include a 50p coupon on pack for the first six months.

Princes has been one of the nation’s favourite food and drinks brands for generations, bringing millions of people simple and delicious products since 1900. With sales of £176.3m, Princes products are picked off the shelves three times every second (107.4m packs per year)*.

*Kantar: 52w/e 24th Feb 2019

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