PRINCES EUROPEAN BRAND

PRINCES IS THE LEADING AMBIENT FISH BRANDS IN THE NETHERLANDS. PEOPLE OF ALL AGES & DIFFERENING TASTES ENJOY HEALTHY AND DELICIOUS FISH

AS THE BRAND NOT ONLY STANDS FOR QUALITY, CONVENIENCE, AND VALUE FOR MONEY BUT ALSO FOR ITS SUSTAINABILITY CREDENTIALS.

CAMPAIGN

2022

‘For the most delicious canned fish, reach for Princes-blue.’

The phrase ‘Goed Gevist’ meaning ‘well caught’ refers to the way Princes catch fish in a sustainable and responsible way.

Using these words, by inference, are saying why pay more for lesser quality, non-sustainable fish products when Princes fish products represent quality and value for money. In the current economic climate this is a welcome message for families in the Netherlands.

This year’s campaign focused primarily on creating brand awareness and was built around a strong and simple message to drive brand recognition. The campaign rolled out via TV, online video, and social media

Shopper Marketing

As well as digital channels, we’re marketing our products in store through POS materials including banners, wobblers, floor stickers and displays, to reach shoppers direct. Our message focus is based on new products, our partnerships with organisations such as Plastic Bank and events like Bewuste Visweek (‘sustainably caught seafood week’), organized by MSC.

Sustainable Partnerships

Last year, Princes Netherlands partnership with Plastic Bank® mission to remove plastic and prevent ocean pollution. partnership is that 170.000 offset through a contribution Ecosystem, fighting ocean equivalent of 8.500.000 500ml

We’re also proud to partner Beach Cup (ECBC). Every year, massive beach clean-up along coasts. It’s a free event with joining in and taking a moment plastic problem in the oceans

Last March, Princes participated partner in the Eneco Clean initiative resulting in cleaner awareness of the responsibility preserving our environment.

Partnerships

Netherlands instigated a Bank® in support of their from coastal areas pollution. The impact of this 170.000 kg of plastic has been contribution to the Social Plastic plastic and poverty – the 500ml plastic bottles. partner with the Eneco Clean year, ECBC organises a along the Belgian and Dutch with people of all ages moment to think about the oceans and on the beaches. participated for the first time as Beach Cup. An amazing cleaner beaches and a greater responsibility we all have in environment.

100% MSC CERTIFIED TUNA

In last year’s business report, we announced our goal for our tuna products to be 100% sustainably caught and MSC certified in the Netherlands by the end of 2022, which we’re proud to say has been achieved. Now all Princes Tuna in supermarkets throughout the Netherlands is labelled 100% MSC certified.

Traceability And Transparency

It’s been two years since Princes introduced the ‘Check Je Vis’ platform (‘check your fish’). Thanks to this blockchain technology, consumers can see the journey from sea to can. Consumers scan the QR code on pack, which shows the story behind each product. It’s just one example of transparency showing both how the fish is caught and sourced.

PLANT-BASED VARIETY

As sustainability is part of our DNA and in line with the rising popularity of vegan products, we’ve launched sustainable vegan alternatives. After all, everyone should be able to enjoy their favourite fish dishes so, Princes is offering a plant-based alternative for those who have a strict vegan diet. The range, consisting of plant-based tuna naturel (single and duo pack), in sunflower oil, in olive oil and in dressing, was listed in all Albert Heijn stores during 2022.

ON TREND; VALUE PACKS (3-PACKS)

uring the recent pandemic, consumers bought multipacks and market data has shown this tend to be continuing. In order to give consumers what they want, we’ve added to our multi-pack range with the addition of our popular tuna in olive oil.

RecoRd oil sales

In 2022 the Wielkopolski brand achieved a record market share: close to 12% volume share across Poland in April 2022(AC Nielsen MAT APR 22). These increases were made possible by steadily building distribution among the most important channels in the market.In Q3’21 we signed a contract with Lidl Poland for the exclusive sale of dedicated Wielkopolski 2L rapeseed oil in a 100% r-pet bottle. This is the first oil on the Polish market in a bottle made of wholly recycled materials. As a result of a very successful in-out in Q1’22 on Wielkopolski 1L rapeseed oil at JMP Biedronka, we started permanent cooperation in Q2’22 with the discounter for the sale of Wielkopolski 1L rapeseed oil in full distribution of all 3,200 stores, which allowed us to achieve exceptional growth in the discounter channel: 10.6% market share.

Communication

The Wielkopolski brand is constantly supported via communication during the highest sales peaks, i.e. around the most important holidays in Poland - namely Easter and Christmas. The brand also reaches out to consumers via social media profiles on Facebook and Instagram. Competitions are regularly organised on these portals to activate our consumers. The brand is also working with influencers as well as ambassador Damian Kordas.Together the brand aims at creating interesting, engaging content that actively reaches a younger target group.

Brand update – a new innovative pRoduct!

Working towards the continuous development of the Wielkopolski brand portfolio, as the first on the Polish market, we are introducing an innovative product in the oil category: Wielkopolski rapeseed oil with vitamin D3 2L in a 100% r-pet bottle! This is the brand’s response to the needs of Poles who, in surveys conducted, indicate vitamin D as the most frequently supplemented, as well as the most frequently sought vitamin in food products purchased. In addition, recent years have seen an increase in the popularity of functional/health-promoting foods: already 50% of Poles choose products that have an additional positive impact on their health.

new pRoduct in the portfolio - wielkopolski 5 litRes!

In September 2022 we plan to expand the Wielkopolski brand portfolio with another product. The new production capacity at EOL will allow us to sell Wielkopolski rapeseed oil with a 5Lbottle. This will enable us to extend our reach into the HoReCa channel

(Hotels,

Restaurants,

Catering)enabling us to reach a new group of professional oil consumers.

shoppeR maRketing

In-store resale is supported by trade campaigns in the form of, for example, stands, shelf stoppers or more spectacular gates directing to the aisle with Wielkopolski products. Such shopper marketing strategies support the in-store rotation of Wielkopolski products and increase brand visibility and awareness.

AUSTRIA’S MOST POPULAR CANNED FISH BRAND FOR ALMOST 60 YEARS

Generations have grown up with the brand. Vier Diamanten is known for its high-quality tuna and range of tasting variations. The Dressing Pikant (Spicy dressing) is the bestselling SKU in canned tuna in Austria. And the brand is offering well-known high quality pure tuna steak items in brine, oil, olive oil and rapeseed oil. The overall portfolio consists of a range of canned tuna, mackerel, salads, and newly introduced frozen products.

The brand maintains its strong market leadership in Austria (Food Open Market, FOM). More than 1 out of 4 households in Austria are buying the brand (GfK). A great achievement that we are very proud of!

“For the love of tuna” is at the essence of all the brand is doing: in communication, with new introductions and for sustainability.

Media Support

Mid 2022 a strong media campaign has been aired including TV and online advertising. Online advertising is essential in order to remain relevant amongst the younger target audience. The campaign is aimed at emphasizing the quality of the product and the sustainable way of fishing.

Social media is used to further engage consumers with the brand. The social media posts are regularly posted to inform consumers about the brand and generate a general interest in Vier Diamanten.

New Product Introductionsfrozen

In spring 2022 Vier Diamanten introduced a new Frozen range. The brand launched 4 SKU’s: Thunfisch Würfel Naturell (Tuna cubes naturel), Thunfisch Würfel Mediterran (Tuna cubes Mediterranean), Thunfisch Burger Klassik (Tuna Burger Classic) and Thunfisch Gourmet (Tuna Gourmet). A large communication program has been set up to support the introduction of the new Vier Diamanten Frozen range:

W 5” tag-on was developed to be aired right after the regular 15” Vier Diamanten TV copy. Resulting in a 20” TVC copy that was (and is) aired on national television and largest online platforms. (TVC copy included in the documents).

W New recipes with the frozen range were developed and promoted through our social media (Instagram and Facebook) and posted on our website (www.vierdiamanten.com) (examples available on the Vier Diamanten Facebook/Instagram page and on the website).

W Shopper marketing activities were developed. For a promotional display, a promotional sticker was put on the regular cans informing consumers of the new introductions (example of sticker and display included in the documents). In addition, the brand used electronic instore couponing to increase trial.

W New innovations will follow to strengthen our position within the frozen category.

Sustainability And Transparency

Vier Diamanten is committed to minimize its impact on the environment. It has engaged in a program to minimize the use of plastics in its supply chain. Furthermore, the brand has signed up (per 2022) with Plastic Bank. With this initiative the brand will help preventing the equivalent of 2.500.000 500ml PET bottles to end up in the ocean.

The brand is aiming to have its product portfolio to consist of MSC certified fish by the end of 2023. MSC certified tuna is used in the full Frozen range and on its ‘MSC’ cans range. Tuna used in the remaining portfolio is caught by pole and line or fad free. All catching methods are aimed at minimizing the bycatch.

Transparency is important to the brand. The provenance of the tuna in all Vier Diamanten brands can be traced by scanning the QR code on the product.

NEW PRODUCT INTRODUCTION - RELAUNCH SALADS

Vier Diamanten has reviewed and renovated its salad range. The current range consists of Thunfischsalat Mexikanisch (Tuna salad Mexican) and Thunfischsalat Couscous (Tuna salad Couscous). Both recipes were improved. In addition, for both variants a 2-pack was introduced (new format).