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."