Shippam’s goes premium with gourmet offering

11 May 2009

Princes is expanding its iconic range of Shippam’s spreads with a new five-strong line up of gourmet sandwich fillings.

The ambient deli-style fillings, an alternative to chilled sandwich fillings, are designed to drive market value by creating a new premium tier within the ambient category.

Shippam’s Gourmet, which can also be used on jacket potatoes, salads and crackers, as well as sandwiches, will sit alongside the brand’s existing sandwich spread range. The new line-up features deli-inspired recipes, chunkier ingredients and contemporary, eye-catching packaging.

The new range extension will be supported by a major PR campaign to leverage the strength of the Shippam’s brand. Originally launched in 1750, Shippam’s is one of the UK’s leading ambient food brands — recognised by consumers for its quality and traditional British recipes.

Neil Brownbill, marketing director for Princes Foods, said: “There’s growing demand for more premium products in the ambient category. We spotted an opportunity to drive value growth of ambient spreads with a new range of premium sandwich fillings.

“Shippam’s Gourmet will build on the brand’s 250 years of heritage to meet consumer demand and compete with chilled sandwich fillings on taste, quality, flavour and convenience. Offering excellent value for money, Shippam’s Gourmet has the added benefit of having a long shelf life, keeping food waste to a minimum.

Shippam’s Gourmet spreads are available in 75g jars with an RSP of 89p. Flavours include Coronation Chicken, Creamy Peppered Mackerel, Smoked Salmon & Cream Cheese, Chicken, Bacon & Stilton and Tuna & Black Pepper.

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