Princes has announced that it will launch a new limited edition mackerel variety in an attempt to “drive further growth”.
The Chinese-style hot and sour variety will replace mackerel fillets in an Indian sauce and joins the existing mackerel fillets in a Moroccan-style sauce product. Princes said that the limited edition range has been a “significant driver” of growth in the mackerel category, now accounting for more than 11% of the brand’s total mackerel sales.
Neil Brownbill, marketing director for Princes, said: “We launched limited edition mackerel in 2013 to appeal to a younger audience that is interested in world food flavours, and to inspire shoppers to use mackerel for a wider variety of meals. It has helped to attract new shoppers, with 64% of spend being incremental to the mackerel category.”
The limited edition range, which is available in 125g size formats at a pack price of £1.39, will be supported by “a national sampling campaign, in store feature as well as a digital program,” the brand said.
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