Canned and ambient goods have been the scene of strong innovation in the past year, as brands have been striving to add value and address the changing needs of shoppers. Here’s our pick of three of the sector’s most significant launches… 


Princes Limited Edition Mackerel range

This value-added range picked up a gong at The Grocer’s New Product Awards last year, after the judges applauded it as a versatile store cupboard staple. “These launches have helped us attract a younger and more affluent shopper to the mackerel category,” says Neil Brownbill, Princes marketing director. “To sustain momentum, we change flavours annually and the latest introduction is a Texan BBQ variety that responds to consumer demand for American flavours.”

Ye Olde Oak – Ambient Hotdog & Bun

Canned & ambient meat should be about providing complete meals, believes Ye Olde Oak, which recently launched its ambient Hotdog & Buns into Asda. So far it’s ‘doing well’ with room for additional listings and further NPD, if it proves successful. “We’ve seen the convenience meal bays develop enormously so it’s really a case of tapping the area,” explains Mark Watson, marketing director.

Heinz Balance Soup

Responding to concerns about the levels of sugar and salt in its food, Heinz extended its Balance range into soups in July 2015 with new flavours including Vegetable along with Carrot & Coriander to the existing flavours of Cream of Tomato and Chicken. “Each of the Heinz Balance soups provides 25% less salt than our standard range, with the Cream of Tomato containing 30% less sugar,” says Marco Marioni, assistant brand manager at Kraft Heinz.