Princes shakes up corned beef category

The £59.5m corned beef category is being reinvigorated by the number one canned meat brand Princes, which is to launch an innovative range of “added-value” flavour variants to the category.

Customers will start to see three new and different corned beef flavour combinations on shelves this month. They include corned beef with chilli, corned beef with onion and corned beef with mustard. This, said Princes, will remove the need for condiments and will provide consumers with real choice. The range will be available in 200g tins with an RRP of £1.99.

Princes marketing director Neil Brownbill said: “We are committed to providing our loyal customer-base with genuine choice when shopping the canned meat fixture. As brand leader in the category we are trusted for our quality products, so we are in the perfect position to respond to the way people are consuming corned beef – giving them new variants that not only make their life easier when creating their favourite dishes, but also providing added meal inspiration.

“This range builds on recent investment into new ambient meat products and we have more NPD planned for 2014 to further enhance our offering.”