Tapping into oily fish market

The launch of the new sild and brisling - both of which are types of herring - will consolidate Princes' position as the UK's leading canned fish brand. The move strengthens Princes' presence in oil-rich canned fish. Already the number one selling brand of canned mackerel, it is driven in part by Princes' on-going efforts to raise consumer awareness of the health benefits of omega-3, which is proven to help prevent heart disease. Princes brisling are traditionally wood smoked to create a full and distinctive flavour. Both products are available in sunflower oil and rich tomato sauce variants. The launch will be supported by in-store promotions and a consumer PR campaign. Ruth Simpson, marketing director for Princes Foods, said: "Despite significant price inflation, demand for oily fish has remained strong over the past year as consumers become more aware of the benefits associated with eating omega-3 rich foods. "We spotted an opportunity to develop our range of oily fish, to provide a tasty alternative to the more widely used variants on the market. We see this launch as an important way of diversifying our canned fish range and providing increased choice for consumers."