‘More brand-focused than ever before’: Princes on its pursuit of distinctiveness

In any competitive category, brand is important but in everyday food, even more so. Having brands that date back centuries helps, which is something enjoyed by Princes. But it’s not enough, according to its top marketer who says being “more brand-focused than ever before” is the only way to win customers.

The food and drink business makes both branded and private-label products. Its brands include Princes seafood, and Napolina, which produces Italian recipe essentials such as chopped tomatoes and oil.

With a portfolio made up of store cupboard staples, the power of brand has always played a role at Princes, marketing director Jeremy Gibson tells Marketing Week.

“Generations of families have grown up with these brands,” he says, pointing to Princes, which first produced canned fish in 1888.