Crown Food Europe and Princes have launched Love Canned Food, a UK initiative to drive awareness of the benefits of canned food and increase sales in the category.
The collaboration also aims to dispel common myths about canned food and educate consumers about the canning process.
A multi-channel communications programme has been set up to support the initiative, incorporating digital marketing, social media and recipe ideas.
The canned food industry is worth £2.2 billion to UK retailers. It has, however, experienced challenges in recent years.
Dean Towey, marketing director of food manufacturing at Princes, said: “Over 99% of households buy from the canned category each year, meaning that it remains a relevant choice for consumers and an extremely important part of the grocery market.
“The unique selling points of canned food, including the fact that it is convenient, excellent value for money and often has strong nutritional qualities, are the same today as they have always been.
“However, younger consumers are not always aware of these benefits and can have misconceptions about its quality and taste. Love Canned Food aims to challenge these myths and directly target younger consumers through fresh, modern communications using digital channels.”
The initiative is supported by author and finalist of The Great British Bake Off, Holly Bell, as well as dietitian Azmina Govindji.
Crown commercial director Aidan Rudoock added: “We are proud of our heritage within the canned category and are excited to see this initiative educate shoppers and support the canned category.
“Crown is the leader in metal packaging technology and this collaboration with Princes will enable us to further position the can as a quality, convenient and fully recyclable packaging format with a strong future.”
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