Princes has launched a new range of pre-drained tuna, offering consumers a convenient way to incorporate tinned tina into meals without the associated mess of draining.
The brand is pinning its hopes on a convenience positioning, described as a “key benefit” to emerge from its market research and a major feature in initial product communications. Available now in Tesco stores across the UK, the drained tuna range includes spring water, brine and sunflower oil variants and will be sold in single packs with a recommended retail price of £1.75, as well as three-count packs for £4.
The product has been developed in response to consumer perceptions and key issues surrounding drained tuna. The research found that 81% of consumers would purchase drained tuna if it overcame dryness, the key perceived barrier to purchase of drained tuna. It received a positive consumer endorsement throughout a very robust testing process, which included independent taste tests, the brand said.
Princes marketing director Neil Brownbill said: “Our consumer research showed that consumers were looking for enhanced convenience with the same great taste and texture and value for money. We have responded to these consumer needs with this latest launch.
“By adding drained, ready-to-eat tuna to the range, we are entering a large and growing sector of the tuna market and will widen our consumer base by attracting new and lapsed shoppers. The pack and shelf-ready outer packing designs major on the key benefit of convenience as well as communicating the product’s delicious succulent quality. Our research showed that these are key consumer considerations and as a result we feel confident that our entry into this market sector will provide positive category growth.
“We believe that the convenience and value offered by Princes’ new drained tuna will encourage increased usage in and out of home – whether it be in sandwiches or simple meal formats such as jacket potatoes and pasta bakes.”
The launch will be supported with “very strong” promotional support in store and will benefit from Princes’ Really Simple, Royally Good Tuna campaign, which is appearing on television over the summer and autumn.
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