princes tuna fillers

Princes has relaunched its added-value Tuna Fillers range with new-look packaging and a new nationwide listing in Sainsbury’s.

New packs for the canned range, which includes New York Deli and Tikka Mayo variants, began rolling out this week (rsp: £1.39/100g).

They were designed to appeal to younger shoppers by “providing contemporary recipes in a simple convenient format”, said Princes, which is targeting busy lunchtime consumers.

The revamp would “boost perceptions of the brand as well as the wider category”, said marketing director Neil Brownbill. “Our strategy is to broaden and refine our range to cater for a variety of occasions, and tap the continued and growing consumer need for tasty, convenient meal solutions.”

Princes ranked second in the canned fish category in The Grocer’s Top Products Survey last year, despite losing a considerable chunk of its value - £29.1m - as sales fell 23% to £97.4m [Nielsen 52 w/e 8 October 2016].