ExclusiveKaren Dempsey
Princes is firing another salvo in its battle with Heinz for supremacy in the canned tuna market by racing to be the first to bring pouch pack product to the UK.
Princes Ready to Go Tuna is set to launch in May, with a July target for full distribution. Unusually, to speed up the launch, stocks are being flown in from Thailand rather than shipped in by sea.
Heinz already packs the Starkist tuna brand in pouches in the US. There have been persistent rumours it would also soon target the UK.
"Our ambition is to be first in the market," said Princes' marketing director Michelle Ibbs.
The product comes in an 85g aluminium foil pouch with the same amount of tuna as a 113g can. It contains lightly salted water but to a minimum so it doesn't need draining. The pack has a tear top and the tuna can be eaten straight from the pack. Two new variants are planned for later this year. "We will be pushing the no drain proposition because that's how it wins over a can," said Ibbs. "It's the convenience element that people will pay for [rsp is under 99p] because there is no difference in the product quality."
With so much promotional activity in tuna, volumes have grown but value has remained static. Ibbs said Ready to Go would bring value back into the category and would "extend the usage of tuna".
The pouch packs come in shelf ready units of 12. The boxes protect the pouches in transit and give Princes the opportunity to explain the product proposition on shelf.
Marketing activity for pouches includes ads in retailer magazines and giveaways in women's and food titles.
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