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John West: “Our No Drain Tuna Is Revolutionary”!

According to its own press release, John West says it is set to revolutionize the £442 million UK retail market category with the February launch of new John West No Drain, Less Mess Tuna the most significant innovation in canned fish, ever.

The launch will be supported by a £3 million plus marketing package, including a dedicated national TV campaign, outdoor advertising, POS and PR.

John West Marketing Director, Jeremy Coles explains, “This new launch is set to add significant incremental growth to the canned fish category by offering consumers the opportunity to trade up for added convenience and better taste.

“We are single-minded in our focus and understanding of the consumer and have undertaken extensive research to ensure we are meeting their needs. What was paramount in our learnings was consumers want easier ways to prepare their tuna without the mess and hassle associated with draining. John West No Drain Tuna meets this demand and offers consumers something new and exciting. Coupled with our heavyweight marketing activity, we expect the product to reinvigorate the category and bring canned tuna to the forefront of consumers’ minds.”

The launch of No Drain Tuna is a jewel in the crown of John West’s heavyweight campaign of investment into the category which has seen other ground-breaking launches including Tuna with a Twist pouches, Tuna Light Lunches and Tuna with Omega 3.

This launch is proof of the brand’s commitment to make strides within the canned fish category, making it more accessible and compatible with today’s consumers’ fast-paced lifestyles.

No Drain Tuna is a unique product innovation, incorporating patented technology which allows the tuna to be canned without excess liquid while retaining its succulent, great taste. The range will hit retail shelves in February and consist of No Drain Tuna Steaks in both oil and brine formats.

Standard packs will have an RRP of £1.49 and a three-pack has an RRP of £3.99.

The Canned Fish category has grown by +12.2% in value sales over the last twelve months and John West is the brand leader with a 30% value share.