Princes is hoping Jubilee and Olympics excitement will tempt Brits to try its latest creation – sandwich pastes featuring flavours such as baked beans and fish & chips.

The British Classics range, which includes smoky bacon, sausage & tomato and chicken tikka, rolls out next month in Union Jack jars (rsp: 89p/75g). Princes had developed the range to encourage younger consumers to try sandwich pastes, which it said were traditionally bought by older consumers.

The company had seen a growing trend for consumers seeking familiarity and wanting food and avours they knew, said Princes marketing director Neil Brownbill. The launch will be supported with in-store promotions.