Princes Group is set to expand its tinned fish portfolio, with two new premium tuna products.
Princes Ocean Select MSC Yellowfin Tuna Steak will be available to UK shoppers in Tesco from 4th May.
Princes new lightly flavoured tuna steaks will bring mediterranean inspired flavours to the table, as consumers look to elevate affordable home dining.
The Princes Ocean Select Yellowfin Tuna Steaks will be available in two flavours:
- Princes Ocean Select Yellowfin Tuna steak in Olive Oil with Lemon, 160g (RRP: £2.75)
- Princes Ocean Select Yellowfin Tuna steak in Olive Oil with Sweet Chilli, 160g (RRP: £2.75)
The new range uses Yellowfin tuna, known for its milder and softer texture and taste, usually served fresh. However, Princes are leading with this new category first ambient option, set to attract a new wave of shoppers, leading on quality, sustainable ingredients, and versatile flavour.
Shoppers will see the MSC blue ecolabel on every can, giving them assurance that the tuna they buy has been sourced responsibly.
Princes has fully transitioned its tuna sourcing to 100% MSC-certified fisheries, the first brand in the UK to do so – this move supports global marine conservation goals while responding to growing consumer demand for sustainably sourced seafood. Since setting the ambition in 2022, Princes has been a significant contributor to a fifteen fold uplift in MSC-certified ambient tuna on UK shelves from 2,461 tonnes in 2020/21 to 37,027 tonnes in 2024/25*. The MSC certification ensures that fish stocks, marine ecosystems and fishing communities are carefully considered.
Following its recent milestone, in which Princes’ transitioned to 100% MSC-certified fisheries for its tuna sourcing, supporting global marine conservation goals, this new product aligns with the group’s sustainability commitment, while responding to growing consumer demand for sustainably sourced seafood.
Jeremy Gibson, marketing director at Princes, said: “The launch of the Ocean Select range is a direct response to consumers seeking delicious, high-quality food that feels luxurious, but is affordable. There has been a major shift in home cooking, where shoppers are looking for inspiring and sustainable ingredients, experimenting with flavours and taste. We are seeing tuna feature in a growing number of meals, from salads & pasta, to sandwiches, to jacket potatoes and more. This is an exciting step for Princes, as we continue to innovate and expand our ambient fish portfolio.”
The MSC Yellowfin Tuna Steak range will be initially available in Tesco stores nationwide, and will be available in 3x80g formats by the end of the year.
