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Princes Launches “Satisfaction Guaranteed” Tuna Salads United Kingdom, February 7, 13

Princes, the UK’s number one ambient fish brand, is launching a satisfaction guaranteed money back promotion with its range of tuna salads to encourage trial and drive growth in the £16 million added-value tuna category.



The on-pack promotion features on over 330,000 packs of Tomato Salsa, French, Mexican and Italian style tuna salads, which are available in stores now to coincide with consumers’ new year healthy eating plans. The promise gives them the chance to try Princes tuna salads with the security if they don’t like the product they can have a full refund.

The four-strong range launched in July 2012 to tap into the lucrative lunchtime market, and after six months has grown to £439,000 in value, bringing Princes’ total added value tuna sales to £1.4 million, with a nine per cent market share of added value tuna and in the latest 12 weeks share has grown significantly to 16%.

Princes is confident that the on-pack promotion will result in repeat purchase as the recipes have been developed in conjunction with an independent nutritional expert to produce a range that not only tastes great, but is both convenient and healthy with each variant high in protein and low in saturated fat.

Princes tuna salads range is packaged in a 210g self-contained bowl with fork included; making it ideal for shoppers grabbing a meal on the go, or stocking up for the week ahead. The range has been supported with strong investment plan which included the recent successful sampling campaign at major train stations targeting commuters, and in-store promotional activity to drive trial and awareness. Going forward further investment is planned for Princes Tuna salads including ATL and BTL campaigns.

Neil Brownbill, Marketing Director for Princes, said: “The tuna salads range has performed well in its first six months with 71 per cent of Princes tuna salads’ value sales being incremental to the category[iv]. Over half of this has come from new shoppers to the fixture, as we have addressed consumers’ desire for healthy, convenient products that they can eat on the go.

“As brand leader, Princes has a loyal customer-base that is reassured that they will get a quality product. This promotion is designed to encourage even more consumers to trial new Princes products whilst also attracting new shoppers to the brand, after which we are confident that they will return. In this current economic climate it’s important to remove any perceived risk around trialing new products, the Love it or you Money Back promotion is a great way of consumers being confident that these products deliver.”