Princes has announced the launch of a new diced ham product, designed to introduce the canned meat brand to more evening meal occasions.
New Princes diced ham “contains pre-diced pieces of premium ham in brine”. Launching this month, the 200g can has a recommended retail price of £1.49. Princes claimed that it would increase appeal among consumers “who use ham as an ingredient, rather than just a sandwich filler”.
It is hoped that the product will allow Princes to enhance its position in the £10m canned ham category, and “tap into a growing opportunity within the evening meal occasion”.
Earlier this month, the brand unveiled two new varieties of its boneless mackerel fillet range as it increases its focus on evening meal products.
Princes convenience channel marketing director Graham Breed said: “We see a huge opportunity for growth within the canned ham category among shoppers who are looking for a quick and easy evening meal option. As the nation’s favourite ham brand, we are trusted for our quality products, so we are in the perfect position to respond to this demand – giving shoppers a new product that makes their life easier when preparing an evening meal. As a result, we aim to increase penetration and frequency of purchase year on year.”
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