John West expands No Drain line


SeafoodSource staff

Published on
August 16, 2010

John West is adding four new products to its No Drain Less Mess canned tuna range, the shelf-stable seafood company announced on Monday.

Its latest rollout features No Drain Tuna Steaks, a premium, center-of-the-plate option; No Drain Tuna Chunks in sunflower oil or brine, both in standard 120-gram cans; and a convenient, single-serve portion of No Drain Tuna Chunks, a new packaging format comprising two 60-gram cans.

Also, in response to customer feedback, John West added a ring pull to make the cans easier to open.

“Our new products have been designed to offer more variety, choice and convenience to consumers, all in the No Drain format that has proved so popular amongst shoppers,” said John West Marketing Director Jeremy Coles.

The launch is being supported by a “multimillion pound” marketing campaign that includes TV advertising and celebrity chef endorsements to encourage consumers to think about new ways of incorporating tuna into their diets.

The four new products come about six months after John West’s No Drain Less Mess canned tuna line hit store shelves in the United Kingdom.

John West’s parent company, France’s MW Brands, was acquired last month by Thai Union Frozen Products for about THB 28.5 billion (USD 883 million, EUR 680 million).

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