StarKist, best known for its tuna, is branching out with a new line of Chicken Creations pouches, which will be available nationwide this summer. The launch of chicken pouches marks the brand’s first foray outside of the seafood space.
The pouches of white chicken will be available in four ready-to-eat flavors: Bold Buffalo Style, Ginger Soy, Zesty Lemon Pepper and Chicken Salad.
“After 100 years in the tuna business, we proudly announce that StarKist is now a diversified healthy food company,” said Andy Mecs, VP of marketing and innovation at StarKist Co. “It is our goal to provide convenient, healthy options that satisfy the palates and nutritional needs for all Americans. Chicken Creations is a natural extension to our highly successful Tuna and Salmon Creations as we already have the pouch expertise and consumer trust in our high-quality flavored protein products. We are pleased that consumers will now have even more to love as they can ‘Tear, Eat, and Go.’”
To support the launch of these new products, StarKist is teaming up with Candace Cameron Bure, star of “Full House“ and “Fuller House,” as its spokesperson. She will help to launch the line of pouches as a new way to fuel her “go” as an actor, director, producer, author, exercise enthusiast and dedicated mom.
“I’ve loved working with StarKist over the past year. Their delicious line of tuna and salmon pouches—especially Bold Hot Buffalo Style—has become my go-to snack post-workout or on set,” said Bure. “The launch of StarKist’s first ever chicken pouch line is big, and I’m thrilled I can enjoy the same convenience with this new protein option!”
The launch of Chicken Creations is part of a fully integrated marketing campaign, with TV commercials, print media, influencer outreach, social media promotions and couponing. Bure will be featured prominently in StarKist’s multimedia campaigns, including a 15-second television commercial. She also will be featured in a national public relations campaign, and digital and social media, where Bure will be sharing her own personal health tips, including recipes featuring her favorite StarKist products.
The lean, low fat protein retails for approximately $1.75 per pouch and will be found adjacent to tuna in the shelf-stable meat section at retailers nationwide. StarKist’s current line of single-serve, seasoned Tuna and Salmon Creations pouches consist of 15 varieties.