Chicken of the Sea Introduces New Level of Quality to East Coast

SAN DIEGO - May 30, 2003 - Continuing its 90-year commitment to quality and responding to consumers' desires, Chicken of the Sea International introduces a chunkier chunk light tuna to the East Coast.

The chunkier tuna, currently being tested in markets along the Eastern Seaboard, can be found in 3-ounce, 6-ounce and 12-ounce cans of Chicken of the Sea's chunk light tuna in water and oil. The new product can be found on shelves now; nationwide distribution is expected by 2004.

"Consumers, who have trusted the Mermaid's products for almost 90 years, can now expect our chunk light tuna to be firmer, with larger pieces, with the same great taste and at a much better value than pouched tuna products," said Don George, senior vice president of marketing.

"Unbeatable product quality has always been our standard at Chicken of the Sea, and we have recommitted ourselves to providing the best chunk light product, which accounts for more than 70 percent of all canned tuna."

Consumers looking for the chunkier chunk light tuna may also be greeted by a newer, fresher Chicken of the Sea Mermaid, who begins appearing on labels this summer.

Chicken of the Sea learned through market research that brand loyal consumers were looking for a more modern image for the 50-year-old icon, according to George.

Since she was introduced in the 1950s, the Mermaid has been updated three times to better reflect the style of the era.

"We've taken the best and made it better, from the quality of our products in the can to the familiar face that graces it," he said.

Winner of the "Gold Medal Taste Award" from the American Tasting Institute, Chicken of the Sea is a seafood category leader providing a variety of canned seafood products, including tuna, salmon, crab, shrimp, oysters, clams, mackerel and sardines. The Chicken of the Sea brand and famous Mermaid icon are among the most recognized brands in America.
For recipe ideas, visit www.chickenofthesea.com. While there, join the new Mermaid Club - beginning in July 2003 - to see the Mermaid's fresh new look and receive recipes and health information via e-mail.