King Oscar intros yellowfin tuna offerings

King Oscar is putting a new twist on the traditional tuna offerings.

The brand, which is a subsidiary of Thai Union, announced the launch of a new line of ultra-premium yellowfin tuna selections.

“King Oscar Ultra-Premium Yellowfin Tuna was designed to be indulgent, and to convey premium quality and craftmanship at its core,” John Engle, King Oscar USA president said. “To better understand what consumers wanted to see on shelves, we conducted numerous consumer focus groups and spoke directly with the people who were proven heavy users of premium glass-jarred tuna. Coming out of those meetings, we were happy to find that the new Ultra-Premium Yellowfin Tuna had the highest purchase intent scores of any product innovation in my history with the brand.”

Available in four varieties — extra virgin olive oil and green olives, extra virgin olive oil and jalapeno peppers, extra virgin olive oil and sun-dried tomatoes, and extra virgin olive oil and herbs de Provence — comes in an easy-to-pour format, the company said.

“The brand is currently targeting the traditional grocery channels, specialty markets, and e-commerce, and the retailer receptivity and acceptance for the new King Oscar Yellowfin Tuna Fillets line is ahead of schedule,” said Engle. “The popularity of shelf-stable seafood as a category has been steadily rising, and tuna is the dominant segment within the category. Consumers can enjoy the elegance of the product inside the glass jar before they make their purchase, and its consumption – whether straight from the jar, on a charcuterie board, as part of a green salad or over a bowl of homemade pasta – will redefine the dining experience.” 

Packaged in glass jars, the design looks to ensure the premium quality of its tuna products, and also contains simple, clean and hand-packed ingredients, the company said.