Chicken of the Sea International is shaking up the shelf-stable tuna category in the U.S. market by introducing Chicken of the Sea No Drain Tuna.
The San Diego-based company is trying to capitalize on the success that other brands of no drain tuna have had in other markets, such as John West No Drain Tuna in the UK market. (Both Chicken of the Sea International and John West are owned by Thai Union Frozen Products.) It said it’s the first brand to offer this technology in the U.S. market.
“No drain tuna has shown great success in overseas markets, and we project similar success in the United States,” said John Sawyer, senior VP of sales and marketing for Chicken of the Sea International. “No Drain will differentiate our brand and drive increased retail purchases.”
Sawyer said the segment has the potential to represent up to USD 86.4 million in total sales in the U.S. market. “Consumers have long enjoyed canned tuna for its many health benefits,” he said. “Now our No Drain tuna offers the same great nutritional attributes in a more convenient can. With just a drop of liquid, our new product offers no mess, no draining and firm, moist and delicious-tasting tuna.”
Featuring an easy-to-open, peel-back lid, Chicken of the Sea No Drain Tuna is available in 4-ounce cans in four varieties — Solid White Albacore Tuna, Solid Light Tuna, Solid Light Thai Chili Tuna and Solid Light Lemon Pepper Tuna.
Chicken of the Sea International is supporting the launch with a public-relations campaign, including in-store point-of-sale materials, as well as through social media.
The iconic Chicken of the Sea Mermaid is celebrating her 60th birthday this year.
