StarKist 3-oz pouch is a smaller 'hook'

StarKist Foods Div. of Pittsburgh-based Heinz North America hopes to hook consumers with a smaller, single-serve pouch of StarKist tuna. Introduced in April, the 3-oz Flavor Fresh Pouch is a line extension of the company’s 7.06-oz pouch introduced last fall. The new, smaller pouch is expected to be available nationally by August.

Pw 17235 Tuna

Barry Shepard, vice president of marketing for StarKist Seafood, says, “The three-ounce pouch meets the needs of consumers who are looking for a smaller, single-serve option that is also a perfect ‘on the go’ alternative.”

While the company declines to identify the structure of the foil-laminated, three-side-seal pouch, the premade, gravure-printed pouch has the same rounded corners as the company’s large foodservice pouches. Those pouches were supplied by The Pyramid Group (La Habra, CA). Graphics were developed by Interbrand (New York, NY).

“The new three-ounce StarKist Pouch will continue to transform the tuna eating experience,” enthuses Don Binotto, managing director of StarKist Seafood, a unit of StarKist Foods, Inc. StarKist spokesperson Michael Mullen says that the retail pouches have already garnered a 4% share of market, exceeding company expectations. The launch followed considerable market research. “Consumers prefer [the pouches] five-to-one versus canned tuna,” says Mullen. The 3-oz size sells for $1.69 for Premium Albacore, $1.19 for Chunk Light tuna in water, and Chunk Light Tuna in sunflower oil. (RL)

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