Princes has launched two new boneless mackerel fillet variants to target the evening meal occasion.
Available now are Princes Boneless Mackerel in a rich tomato and roasted onion sauce and Princes Boneless Mackerel in a hot piri piri style sauce. Both variants can be served hot or cold and come in larger 190g packs, rrp £1.89.
To support the launch, Princes has also launched an integrated marketing campaign which includes shopper sampling, digital advertising and recipe videos to inspire shoppers to consider cooking with mackerel.
Graham Breed, convenience channel marketing director for Princes, said: “Shoppers are becoming more aware of the benefits of Omega 3. This has created a great opportunity for the mackerel category, and we’ve responded with this latest NPD which is designed to appeal to existing shoppers and attract a younger audience.”