Tim Brooks Aug 5, 2026
Princes Ocean Select MSC Yellowfin Tuna Steaks
Tinned tuna is one of Britain's most trusted store cupboard staples, and Princes is investing to ensure it stays relevant for a new generation of shoppers. The launch of Princes Ocean Select MSC Yellowfin Tuna Steaks reflects a response to people looking for high-quality food that feels luxurious but remains affordable.
The new range (available in Olive Oil with Lemon and Olive Oil with Sweet Chilli) uses Yellowfin tuna, known for its milder, softer texture and taste, typically served fresh. Princes is leading with the first ambient version of this format, bringing a category-first product to UK shelves.
Sustainability is built into the launch from the ground up. Princes has fully transitioned its tuna sourcing to 100% MSC-certified fisheries - the first brand in the UK. Every can carries the MSC blue ecolabel, giving shoppers clear assurance about responsible sourcing.
Tins of tuna are a staple in most UK store cupboards. Enjoyed, but taken for granted, usually a low engagement purchase on a regular supermarket trip. The retailers want us to think it is all pretty much the same. Brands like Princes work relentlessly to maximise distinctiveness, quality, trust, buy-ability, availability, memorability etc. - to drive the category and their brand.
Innovation is an effective tool great brands use to challenge an established price-value equation.
Value is a complex multi-faceted concept. Price is, at least superficially, a simple one. It is also relatively easy to measure, which is why economists, regulators (@CMA et al) and retailers often focus on it. Perhaps too much, even in difficult economic times, because people – the real ones not the theoretical ones built from selective data points – rarely act or think like this. There is no homo-economicus!
This work from Princes is a strong attempt to de-commoditise a staple. To add value and interest. To premiumise and create choice. The umbrella of Ocean Select works signposts quality and builds trust. It segments the brand portfolio – adding a ‘best’ offer to an existing ‘better’ one. The understated packaging pulls the sub-range away from the core and is modern and premium. We did have a minor quibble on whether it could have been more strongly branded... but the point is it disrupts the category choice architecture.
It is also an example of why ALL categories are more effective, more dynamic and better for consumers because of brands. They drive the small steps that collectively deliver choice for consumers and economic growth. This is in turn delivers VALUE. Well done @Princes for a great example of #WBD.
Discover more About Princes princes.co.uk/product-categories/tuna/
