Princes is entering the canned ready meals market with an eight-strong range. The meals include chicken in white wine sauce; mild chicken curry; hot chicken curry; chilli con carne; hot chilli con carne; and vegetable curry.

The launch is supported by in-store promotions and a consumer PR campaign.

Princes hopes the launch will consolidate its position as the leading canned meat brand, accounting for 26% of the market (Nielsen data). Neil Brownbill, marketing director for Princes, says: "The economic climate has driven new consumers into the canned meat category with canned ready meals being a convenient store cupboard staple for many. The Princes brand is now bought by 72% of UK households."

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