The canned fruit fixture faces a shake-up with the launch of a new range of branded fruit products by Princes.
The new range will step up the pressure on Del Monte, the brand that currently dominates the market.
Princes-branded canned fruit is already on sale in Sainsbury and the company is understood to be in talks with the remaining multiples about listings.
Suppliers are canning fruit in Spain and Greece for the range and a full scale launch is planned for January.
A source close to Princes said the company was promoting the new range aggressively and in many cases retail prices offerings would be fixed at a level that was designed to undercut Del Monte.
He added that the range would revitalise a “tired”
category in which there was “no obvious innovation or activity”. The launch wil be handled by the company’s International Trading Group.
ITG marketing director Neil Brownbill said: “Launching branded canned fruit is part of a wider Princes strategy to broaden the presence of the brand in ambient grocery.”
The range comprises fruit cocktail (rsp: 69p for 415g) and several of the most popular canned fruits, including mandarins (45p for 289g), and pineapple (49p for 227g) in a variety of can sizes.
Richard Clarke