African Pioneer Marine (APM) has responded to a gap in South Africa’s canned fish market with its new Glenryck Pilchards in Six Gun Sauce.

APM Group Chief Operating Officer, Pieter Greeff said the new flavour combination was not only in line with the group’s expansion and growth strategy but was aimed at providing a wholesome meal for consumers who were in a cost squeeze due to increasingly high inflation and spiralling food costs.

The new product, he said, was also in response to the needs of everyday people who were under continued pressure from the rolling power outages by the country’s electricity provider Eskom.

“Glenryck Pilchards are a heritage brand in this country. Families have eaten it and used it in their recipes for generations, but our market research showed us there was a real gap in the market for an affordable wholesome easy-to-prepare meal with a touch of fun. Consumers wanted a versatile meal they could prepare without having to re-heat or cook while at the same time not compromising on taste,” he said.

Six Gun Seasoning is immensely popular, with a heritage dating as far back as 1912. The uniquely South African seasoning contains celery, onion, paprika and chives combined with paprika, oregano, onion, cumin, and cayenne pepper.

While both canned pilchards and the spicy seasoning are much loved and considered as household staples by South African consumers, combining the two was a “no-brainer”, said Greeff.

Served straight out of the tin, as sishebo (stew), on a sandwich with toasted cheese and onion, or with dumplings, the flavoursome pairing provides a fresh, convenient, and tasty meal which can be enjoyed at any time of the day.

High in quality protein and omega-3 fatty acids at an affordable price, pilchards are also an excellent source of essential vitamins and minerals. The new flavoursome combination is a low calorie and low carbohydrate food which is quick and easy to prepare.

The new Glenryck Pilchards in Six Gun Sauce is a worthy addition to the brand’s existing Glenryck Pilchards in Tomato Sauce and Glenryck Pilchards in Hot Chilli Sauce. The new flavour comes out in a 400g can wrapped in a distinctive red, blue and brown label with the brand’s trademark bright sun and leaping blue pilchard.

Glenryck Pilchards, was first launched in 1937 when Jamie Jameson combined the names of his two children, Glenda and Derryck, to form his new fishing company.  Jameson’s vision was to supply sustainably sourced, best quality canned fish to South African consumers.

Greeff said the launch of the new flavour had set the group apart from other brands on the market. “We put a lot of thought into this product. We thought about the daily pressures and needs of our consumers, the flavours that they love and how we could bring a well-loved staple to the market in such a way that it would help families cope in the current-day South Africa.”