Spam has taken another step in the long haul to make itself relevant to today's consumers by trying to position itself as burger material. Monty Python's favourite foodstuff is redesigning its can to show a Spam burger, a format not usually associated with spiced pork and ham. "We want to give the whole category a more contemporary image," said product manager Helen Lynn. Lynn denied the move constituted a relaunch. "We are just reviving Spam's personality. The brand is not being repositioned," she said. "But Spam has so much more personality than just a sandwich with a piece of limp lettuce." However, it is hard to envisage the McSpam Burger joining the nation's favourite fast foods. The last of Spam's relaunches was in 1998, when its Spamtastic Meals in Minutes recipe book tried to convince the nation that Spam carbonara and deep Spam pizza were viable dishes. But the relaunch appears to have been successful. Spam has grown 22% in the last year. The brand takes £9.6m of the £107m canned meats category, which was in long- term decline, but is now growing 3% year on year by value [Taylor Nelson Sofres]. {{P&P }}

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