Princes launches new canned ready meals

29 Apr 2010

Princes is bringing its brand strength to the canned ready meals market for the first time, with a new eight-strong range.

The new range is now available and includes chicken in white wine sauce, mild chicken curry, hot chicken curry, chilli con carne, hot chilli con carne, vegetable curry and Irish stew variants.

The launch will be supported by in-store promotions and a consumer PR campaign and will consolidate Princes’ position as the leading canned meat brand, accounting for 26% of the market.

Neil Brownbill, marketing director for Princes, said: “The economic climate has driven new consumers into the canned meat category with canned ready meals being a convenient store cupboard staple for many.

“When shopping the category, consumers look to brands that they know and trust. The Princes brand is now bought by 72% of UK households and has built a strong reputation for quality in the ambient grocery sector. This strength gives shoppers the reassurance that what they’re eating is made from quality ingredients and we are confident that the new range will drive value into the market.”

Princes new canned ready meals come in 400g cans.

All data is Nielsen Scantrack 52 w/e 20.03.10 unless otherwise stated

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