JOHN WEST ADDS FOUR NEW PRODUCTS TO ITS TUNA RANGE
Canned fish brand John West is adding four new products to its No Drain Less Mess Tuna range, which is currently worth over £21m.
August sees the launch of No Drain Less Mess Tuna Chunks in a little sunflower oil or a little brine, both in a standard one hundred and twenty gram can.
The new chunks format hopes to offer consumers a more mainstream, everyday usage occasion for No Drain tuna, while complementing the existing No Drain Tuna Steaks range.
Also launching is a new packaging format that contains 2 x sixty gram cans of No Drain Tuna Chunks in a little sunflower oil or a little brine – which hopes to offer the convenience of a single-serve portion that is ideal for solus households or individual eating occasions such as office lunches.
John West Marketing Director Jeremy Coles, said:
“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, who voted it Product of the Year 2010.
We have also listened to consumer feedback and added a ring pull to the can, to make using the product as easy as possible.”
The launch is being supported by a multimillion pound marketing drive that includes TV advertising, celebrity chef endorsement and a six-figure PR campaign that will encourage consumers to think about new ways of incorporating tuna into their weekly menus.
No Drain Tuna is a unique product innovation, incorporating patented technology which allows the tuna to be canned without excess liquid.
Since its launch in February 2009, John West No Drain Tuna has sold over twenty two point six million individual cans and has been purchased by almost eleven percent of UK households, making it the most significant innovation the £475m canned fish market has ever seen.
Related posts:
- JOHN WEST’S NO DRAIN TUNA
- JOHN WEST ANNOUNCES LATEST COMMITMENT TO SUSTAINABLY SOURCE TUNA RANGE
- JOHN WEST LAUNCHES NEW CANNED FISH PRODUCTS
- 100% OF SAINSBURY’S TUNA NOW POLE AND LINE CAUGHT
- PRINCES PLANS POLE AND LINE TUNA RANGE
- MORRISONS LAUNCHES MARINE STEWARDSHIP COUNCIL TUNA
- JOHN CRABBIE’S REVEALS INNOVATION TO BROADEN APPEAL
- WAITROSE AND JOHN LEWIS TO COLLABORATE MORE
