Princes Launches New Chicken Pouches

The new chicken pouches, which launch this month, are the first of their kind and are designed to attract new and younger consumers to the category.

25/10/08 Princes is leading innovation in the ambient meat category with a new premium-quality chicken range in microwavable pouch packs.

The new chicken pouches, which launch this month, are the first of their kind and are designed to attract new and younger consumers to the category.

The six-strong range includes three 200g varieties - Thai red curry, Thai green curry and sweet & sour - which are designed to be eaten hot as a main meal with rice or as a jacket potato filling.

There are also three ‘serve cold' options including coronation chicken, light mayonnaise and tikka, which come in smaller 85g pouches - perfect for sandwiches and salads.

The move follows research that shows more than 73% of households buy canned meat but poultry accounts for just 1% of total category sales.

Neil Brownbill, marketing director for Princes Foods, said: "In the current economic climate, we've seen sales of canned food steadily increase but independent retailers will need the right mix of products in order to secure repeat purchase and long-term category growth.

"We spotted a gap in the market for a premium-quality chicken range that could compete with chilled alternatives and ready-made sandwich fillers on convenience, price and quality.

"We've invested a lot of time and effort in getting these products right. We know that more than 70% of UK households already trust Princes products to deliver on quality and flavour and we're confident that the new chicken range will prove popular."