Launching later this month, the project will inform consumers of the advantages of buying canned goods, which according to Princes includes: quality, taste, value, convenience and sustainability. It also aims to educate consumers about the nutritional value of canned foods, as well as the canning process.
Worth £2.2 billion to UK retailers, and with consumers purchasing 1.24 million kilograms of canned goods each year, the canned food industry is still incredibly significant but has faced numerous challenges in recent years. ‘Love Canned Food’ hopes to reinvigorate the category and is supported by a number of ambassadors, including blogger, author and finalist of “The Great British Bake Off”, Holly Bell, and dietitian Azmina Govindji.
Dean Towey, marketing director of food manufacturing at Princes, said: “Over 99% of households buy from the canned category each year, meaning that it remains a relevant choice for consumers and an extremely important part of the grocery market.
“However, younger consumers are not always aware of [the] benefits and can have misconceptions about its quality and taste. Love Canned Food aims to challenge these myths and directly target younger consumers through fresh, modern communications using digital channels.”
More information is available via ‘Love Canned Food’s’ website: http://www.lovecannedfood.com and YouTube channel: https://www.youtube.com/channel/UCyqtlIbAxYwZf7BnmpWfgfg.