Princes has launched a diced ham SKU as it looks to encourage younger Brits to use the meat as a cooking ingredient.

Diced ham in brine will go into Asda at the end of the month in 200g tins (rsp: £1.49). It is designed to make meal preparation easier.

“We see a huge opportunity among shoppers looking for a quick and easy evening meal,” said Princes marketing director Neil Brownbill.

The canned ham category is worth £10.4m [IRI 52 w/e 3 January 2015].