Thai Union brand John West is debuting a new nutrient-rich canned tuna range in U.K. grocery outlets.
Since COVID-19 has boosted the demand for healthy and functional foods, the line offers “additional functional health benefits for consumers who live a busy, active lifestyle and want to make healthier choices they feel good about,” John West said in a press release.
The tuna is available in Asda, Morrisons, Waitrose, and Ocado with a suggested retail price of BP 2 (USD 2.76, EUR 2.34) for a 110-gram can, and BP 5 (USD 6.90, EUR 5.85) for a three-can multi-pack.
The line’s three functional flavors include: Energy, which is tuna in spring water with vitamin B to help reduce tiredness and fatigue; Heart, tuna packed in rapeseed oil, which is high in omega-3 fatty acids; and Immunity, tuna in spring water with vitamin C to support the immune system.
“We know that shoppers are more likely to buy the everyday fish category for practicality and convenience rather than health. There is a huge opportunity to leverage health as an innovation driver and connect with younger, more health-conscious consumers,” John West International Marketing Director Jon Burton said.
The ready-to-eat products come in a ring pull can and are aimed at younger consumers looking for healthy, tasty, and convenient food options, John West said.
“John West nutrient-rich tuna will enable them to feel energized and stronger throughout the day, fitting into a busy and active lifestyle,” the supplier said. “With tuna already being a natural, high-protein food, John West is particularly well placed to respond to the increased consumer demand for functional benefits.”
Nearly a third of people (29 percent) are consuming more functional foods and beverages than in previous years, according to Smartbrief. In addition, immunity has been “top of mind for many people over the past 12 months and market research suggests over 50 percent of consumers are reportedly taking supplements to support their immune health,” John West said.
The tuna in all of John West’s products is fully traceable, from catch to consumption, according to the company. The cans are made of fully recyclable materials and the multipacks are wrapped in cardboard packaging.
“We’re incredibly excited to shake up the category, by unlocking new growth to bring in new customers while offering our core tuna shoppers the opportunity to upgrade and take advantage of the additional health benefits of this new product,” Burton said.
Photo courtesy of John West
