Princes launches new Group identity as transformation programme gathers pace


Princes has launched a significant new visual identity and vision for its international food and drink group, as it continues to roll out a substantial investment programme to future proof the business.

The rebrand is a key component of the significant business transformation programme initiated by the business at the end of 2017 to drive continuous growth and respond to challenging market conditions, the investments and decisions of which are now rapidly coming to fruition.

Encompassing all facets of the Group’s visual identity and brand, the development is being supported by a refreshed vision for the business, to truly reflect what it stands for as an organisation, both today and tomorrow: “Proudly helping families to eat well without costing the earth.”

To achieve this vision, Princes Group will deliver sustainable profit growth by:

The new identity also reflects that Princes Group has made significant strides in furthering its credentials as a responsible business, and sees this as a key component of its long-term strategy for growth.

The refreshed group identity follows the £5m launch of major consumer rebrand across its entire Princes range of products earlier this year.

“We now have, more than at any time in our recent history, tangible proof of how we are changing our strategy and business for future success, as a result of the transformational change programme and our focus on operational and people excellence, customers and consumers,” said David McDiarmid, Corporate Relations Director at Princes Group.

“Together, our strategic programme and rebrand are supporting Princes Group in being future proof and a more agile and responsive business that is able to reflect changing consumer and retailer needs.”

  • Embracing consumer insight and evolving to meet their changing needs through innovation
  • Serving its customers to the highest standards as a trusted first choice partner
  • Sourcing raw materials responsibly and ethically, adding value throughout its supply chain to provide great tasting food and drink
  • Being an employer of choice where our colleagues are proud to represent our business.

With a global supply network and a portfolio of branded and customer own brand products, Princes is one of Europe’s leading food and drink groups. As well as a head office in Liverpool and manufacturing sites across the UK, the company has a growing presence across continental Europe. The Group also has a tomato operation in Italy and tuna processing facilities in Mauritius.

Significant developments recently announced by the Group as part of its transformation programme include:

  • The £5m launch of major consumer rebrand across its entire Princes range of products earlier this year.
  • The completion of the first phase of a planned £80m investment in its Long Sutton site in Lincolnshire with the opening of a new pea plant at the facility.
  • Increasing the recycled content of the plastic it uses, as the shrink wrap packaging on its UK manufactured products moves to 50 percent post-consumer recycled waste (PCRW).
  • Confirmation that 100 percent of the tomatoes Princes processed from its Italian supply chain in 2018 came from farms with independent ethical accreditation.
  • The Ethical Trading Initiative awarded Princes full membership status as a result of the commitment the company has shown to workers’ rights throughout its supply chain.


Senegal Pole and Line Tuna Fishery Improvement Project officially launches


The Pole and Line Tuna Fishery Improvement Project (FIP) in Senegal has officially launched today following development by a multi-stakeholder alliance of WWF-UKThai Union Group PCLPrinces LimitedAsociación Atuneros Cañeros DAKAR TUNA, SENEMER Fishing Industries and TUNASEN.

Aiming to improve the practices of ten pole and line tuna fishing vessels sailing from Dakar, Senegal, the FIP has been designed to drive the fishery towards the Marine Stewardship Council (MSC) standard, which assesses whether a fishery is well-managed and sustainable. It will focus on three key areas, which are: healthy fish stocks; minimal and mitigated impact on ecosystems; and effective management of fisheries. The new FIP will cover individual, pole and line catches of skipjack, yellowfin and bigeye tuna and their bait stock. Participants will also work closely with the fishing authorities of Senegal to improve the governance of fisheries in the region.

WWF-UK has been closely involved in the development of this partnership-driven initiative. The non-governmental organisation (NGO) will continue its involvement as a member of the FIP’s project management team, supporting the newly-appointed FIP co-ordinator Youssef Jaridi, who began his role on 15th July 2019. Working with WWF-UK, fishery managers will use MSC-developed tools to identify and track areas for improvement for the fishery to meet the MSC Fisheries standard. This standard is based on the UN Food and Agriculture Organization (FAO) Code of Conduct for Responsible Fisheries, which provides the main guidelines for sustainable fishing, minimising environmental impact and ensuring effective management.

“The world’s fisheries are under more pressure than ever before, but we can find solutions if the seafood industry works together with authorities and NGOs. The establishment of the Senegal pole and line FIP shows leadership and initiative from producers and vessel owners in the Senegal pole and line tuna fishery. This project must be used to develop stock, ecosystem and management improvements that create a sustainable future for tuna in the region,” said Clarus Chu, Seafood Manager, WWF-UK.

“The launch of the Senegal FIP is an important component in reaching our responsible sourcing targets and builds on our experience from developing and progressing the larger Indian Ocean FIP with our partners over the last couple of years,” said David McDiarmid, Corporate Relations Director at Princes. “We are committed to supporting the long-term sustainability and continuous improvement of tuna fisheries, and this latest initiative is testament to what can be achieved through true collaboration and shared goals in the industry.”

Tony Lazazzara, Group Fisheries Sustainability and European Fish Procurement Director, Thai Union, said: “By supporting FIPs, we aim to help conserve marine ecosystems and protect the livelihoods of the millions of people who depend on them. We have made significant progress against Thai Union’s ambitious global tuna commitment, and the new Senegal FIP further reinforces our commitment to sustainable tuna. This is a great example of stakeholders coming together to deliver meaningful and lasting change, transforming the seafood industry in the process.”

The FIP will be registered on, where its performance will be publicly disclosed.

More information on FIPs can be found here.


Pea plant completion marks first phase of £80m Long Sutton investment


International food and drink group Princes has completed the first phase of a planned £80m investment in its Long Sutton site in Lincolnshire with the opening of a new pea plant at the facility.

To mark the completion of the plant and the start of this year’s pea harvesting season, the plant was officially opened on Monday by Rob James, Factory General Manager and Marc Heading of Gerald Heading & Sons, which supplies peas to the site. As the longest-serving local farmer currently working with the facility, Marc’s family has been growing peas around Chatteris, Cambridgeshire for over 50 years.

The investment is Princes biggest ever capital investment. Long Sutton is the firm’s largest food production site in the UK, producing a range of canned products including peas, pulses, beans, bean meals, fruits and canned ready meals.

The site is one of the largest employers in the area, and its operations support hundreds of regional jobs in businesses and industries that provide raw materials and services.

“This is a hugely significant milestone in our £80m investment programme at Long Sutton, and we are very pleased to have delivered the new pea plant both ahead of schedule and in time for the start of the busy pea season in Lincolnshire,” said Andy Hargraves, Programme Director at Princes. “Our development programme is providing state of the art equipment, better energy efficiency and increased production at the site, and is a major part of our commitment to UK manufacturing and providing long-term, high quality employment opportunities in the area.”

“It’s an honour to be involved in the opening of this impressive new pea plant at Long Sutton,” said Marc Heading. “We have been growing peas in the local area for over 50 years since my grandfather ran the business, and we are very proud to continue our relationship with the site as it enters the next stage of its growth and development.”

The core investment project at Long Sutton is worth over £63m and is set to continue over a two year period, during which the factory will remain fully operational. The project will involve the refurbishment and development of significant aspects of the site including a new raw material warehouse and handling facility, new ingredients processing kitchen and a flexible production line for canned ready meals.

A further £17m is also being invested in capital projects over the same period, including a replacement hydrostat cooker, a soft water plant and new anaerobic digester, which processes waste into biodegradable material, and the implementation of a new IT system. This represents a total investment in the site of £80m over the next 18 months.

Princes also recently completed a £4m investment in new staff welfare facilities, a canteen and improved office spaces for employees at the site.


Princes to introduce 50 percent post-consumer recycled shrink film


International food and drink group Princes is once again increasing the recycled content of the plastic it uses, as the shrink wrap packaging on its UK manufactured products moves to 50 percent post-consumer recycled waste (PCRW).

Princes household brands such as Crosse & Blackwell, Branston baked beans*, Aqua Pura, Jucee, and all own label it supplies will implement the 50 percent PCRW shrink by the end of 2019. With half of the PCRW material coming from UK sources Princes estimates that across the several hundred products it manufactures each year, this could help reduce the plastic sent to landfill across the UK by up to 1,000 tonnes.

It is estimated that some 1.2 million tonnes of plastic film from packaging arises in the UK waste stream every year. Of this, around two thirds are post-consumer (i.e. from household) and one third from commercial, industrial and agricultural sources.1[1]

David McDiarmid, Corporate Relations Director at Princes, said: “In recent years, we have made huge progress increasing the recycled content of the plastic we use and this is a further milestone for us. Collation of shrink film around cases and on multipacks represents the second largest use of plastic in our UK manufacturing operations by weight so it’s a significant step.

“Following on from our recent announcements on 51 percent recycled PET in our soft drinks and oils and 30 percent HDPE in chilled juice drinks, we have a strong position on recycled content as a business. Our ultimate goal is to reach the maximum possible recycled content for all the plastics we use as soon as we possibly can and preferably with UK material.

“We hope this helps stimulate an increase in the feed stock of plastics to the UK recycling industry as collections improve, consumers recycle more and technology advances. This is fundamental to ensuring a circular economy is achievable for plastic in the UK.”

Polyethylene waste is collected from UK supermarkets, which is then washed, shredded and re-pelletized for extrusion into new material. The film maintains film thickness, with no compromise to packing speed and pack integrity.

Princes is also committed to ongoing packaging reduction projects to reduce the weight of plastics. Over 35 projects have been completed in the last ten years that have removed 5,000 tonnes of plastics.

*Branston is a registered trademark of Mizkan Europe Limited and used under licence.



Princes invests £5m in extensive rebrand as it targets new shoppers


International food and drink group Princes has invested in a major consumer rebrand across its entire Princes range of products, in its first significant update since 2004.

The £5m investment will modernise pack designs and formats to enhance brand consistency and differentiation across all of Princes product categories – Fish, Meat, Fruit, Juice and Ready Meals.

New product development will also debut in various categories throughout 2019.

The brand refresh will be promoted to new and existing shoppers through a substantial ATL campaign and communications programme across TV, digital and radio advertising, PR and retailer promotional activity, beginning this month and carrying through into Spring 2020.

Core SKUs are planned to arrive on shelves from early April, with the staged roll out continuing until the end of August this year.

This is a significant step in the strategic plan initiated by Princes Group two years ago to drive continuous growth and respond to challenging market conditions. The rebrand has been designed to encourage purchase from new shoppers, while encouraging re-appraisal and increasing loyalty from the 15.7m households Princes already reaches each year.

“Generations of families have grown up with Princes and over half of all UK households buy our products every year. We understand our audience base is constantly evolving and becoming ever more diverse, and the shape of family life has fundamentally changed. This rebrand is a significant part of our response to these developments, and a key part of the strategic plan we launched two years ago,” said Alan Eriksen, Marketing Director at Princes Group.

“We strongly believe our extensive review of the range puts us in a strong position to both remain relevant, and continue to grow as one of the UK’s largest food and drink brands.” 

Sales of canned food have recently risen for the first time in five years as consumers reappraise the convenience, quality and value for money credentials of ambient food.

The canned category in particular is seen as more relevant than ever due to the growing green agenda amongst consumers, with cans boasting strong recyclability credentials. The Princes rebrand presents a significant opportunity to galvanise the category.

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).


Princes and ISSF mark 10 years of science-led tuna sustainability improvements


Princes and the International Seafood Sustainability Foundation (ISSF) are celebrating the organisation’s 10th anniversary of improving standards in tuna fishing with a ‘Decade of Discovery’ campaign in 2019.

Princes was a founding partner of the ISSF in March 2009, and plays an active leadership role in challenging and promoting the organisation’s work and standards towards the long-term conservation and sustainable use of global tuna stocks, reducing bycatch and promoting tuna ecosystem health.

Highlights from ISSF’s first “decade of discovery” (2009-2019) include the creation of the Proactive Vessel Register (PVR), which requires each ship’s captain in approved fisheries to be trained in how to minimise bycatch, ensuring responsible tuna sourcing.

The PVR is the most effective mechanism currently available that transparently identifies those individual vessels that are implementing science-based, sustainable tuna fishing practices. Throughout 2018, 100% of the large purse seine vessels Princes purchased tuna from were registered on the PVR.

The organisation has also successfully brought together retailers, marine scientists, seafood companies, vessels, Regional Fisheries Management Organisations (RFMOs), charitable foundations and fellow NGOs to collaborate and engage in transformational practices to improve standards across the industry.

“Our partnership with ISSF is a crucial component of our tuna sustainability strategy, and allows us to play an integral role in driving improved standards in the industry, said Princes Corporate Relations Director David McDiarmid. “Together, we are committed to supporting the long-term conservation and sustainable use of global tuna fisheries, and we believe this can only be achieved through collaboration and a science-led approach.”

ISSF is marking the anniversary with a Seafood Sustainability Contest to pioneer the next generation of sustainable tuna fishing initiatives. Marine-science graduate students and postdoctoral researchers interested in helping to pioneer the next generation of sustainable tuna fishing initiatives — especially to reduce bycatch and protect ocean ecosystems — are invited to submit their ideas via the ISSF website.

“Ten years ago, ISSF formed out of a shared vision and commitment that more could be done — and needed to be done — for the protection and long-term sustainable use of tuna stocks,” said ISSF President Susan Jackson. “A great deal has been accomplished over that time period, and we’re proud of the legacy we’ve built as ambassadors for science and as collaborators with the diverse collection of NGOs, foundations, retailers and fishers working in this space. Our tenth anniversary Seafood Sustainability Contest will allow us to tap into a talented pool of up-and-coming marine science students. We can’t wait to dive into their ideas, and are eager to support potential solutions that result from it.”

ISSF was launched by scientists, leaders in industry, and environmental champions based on shared concerns about the future of global tuna fisheries and a desire to do something about it — together. The organisation has worked for the long-term conservation and sustainable use of global tuna fisheries through its three pillars of Science, Influence, and Verification, and launched a new 5-year Strategic Plan in 2018, which formalised support for fisheries improvement activities. Visit the Strategic Plan microsite to learn more.