cans soup tins

Princes and its longstanding can supplier Crown Food Europe have unveiled their Love Canned Food campaign.

The initiative, launched this week, seeks to drive awareness of the benefits of canned food and increase sales in a rapidly declining category.

The intention is to communicate the advantages of buying canned food and dispel “common myths” – particularly among younger shoppers.

A multichannel programme will incorporate a consumer website, recipes, video, social media, PR and influencer engagement. Ambassadors include food blogger and Bake Off finalist Holly Bell, and dietician Azmina Govindji.

Almost every household bought from the canned category each year, said Dean Towey, Princes marketing director of food manufacturing. “The unique selling points of canned food, including the fact it is convenient, excellent value for money and often has strong nutritional qualities, are the same today as they have always been.

“However, younger consumers are not always aware of these benefits and can have misconceptions about its quality and taste,” Towey added.

Last year, the canned market lost value sales across all its main sub-sectors, with fish and meat the worst hit with 6.9% and 6.3% drops respectively [Nielsen 52 w/e 8 October 2016].