Spam moves away from cans
After 75 years in a can iconic brand Spam will also be available in a plastic tub.
The new 200g tub is aimed at complementing the current 200g and 340g can varieties and provides “a good opportunity” to grow the existing canned meat category, according to the company.
The company also claims “no major brand” has offered a plastic tub format for meat before and hopes its decision will attract both new and lapsed users to Spam.
Hormel Foods, makers of Spam, also feels the older generation is a key demographic for Spam as many have grown up with the brand and it’s hoped the new easy open format will encourage future purchase.
The new format is also aimed to appeal to younger consumers who may not be used to buying canned meat.
Liz Dee, Hormel brand manager said, “Our existing 200g can makes up almost half of spam brand sales, and this new easy opening format will encourage potential consumers to buy into the category.
“Many of our older consumers, who may have conditions such as arthritis, will now have easy access to the content which will give them a new reason to purchase Spam chopped pork and ham.”
Dee also revealed a comprehensive marketing launch strategy for the new tub which includes: advertorials in leading national women’s magazine; a full social media campaign through the brand’s 150,000 UK Facebook fans and a targeted consumer PR campaign in national and regional media.
There will also be a focused marketing campaign in the camping and caravanning media as this lighter format is perfect for use in the great outdoors.
The new 200g tub will be launched in Tesco from mid July and Asda in August, with other major supermarkets expected to follow.