Princes has announced the launch of a new limited edition Brazilian mackeral, to coincide with the 2016 Olympic Games.
Available now, the fillets in Brazilian Sauce (RRP £1.40 per 125g) will be the next addition to the limited edition range, designed specifically to appeal to a more adventurous consumer.
In advance of greater awareness of Brazilian cuisine in the run up to the Olympics, Princes Brazilian Mackerel Fillets has a hot and vibrant sauce with pineapple and lime.
Princes Limited marketing director Neil Brownbill said: “Launching with the Mexican and Indian variants in 2014 and changing to Moroccan and Hot & Sour in 2015, the limited edition range has attracted a more affluent and younger shopper to the mackerel category.
“Princes is committed to developing incremental product innovation in the mackerel category. For example, last year we launched a range of Hot Eat mackerel in a larger can format designed for the evening meal occasion, to increase usage away from the predominant lunch occasion and attract new shoppers.
“Mackerel is a key category for the total fish market and we will increase marketing investment in this area. In 2016 we will be supporting the category with ATL investment as well as national sampling, coupons, digital and in-store media – encouraging consumers to trial mackerel and discover another part of the ambient fish category.”