John West, the UKs leading canned fish brand, has today (8 September 2021) announced the launch of John West nutrient-rich tuna.

In a category first, John Wests nutrient-rich tuna range offers additional functional health benefits for consumers who live a busy, active lifestyle and want to make healthier choices they feel good about.

Covid-19 has boosted the demand for healthy products and functional foods. More than ever before, consumers are making the link between their diet and their health. A recent report by Smartbrief found that almost a third of people (29%) are consuming more functional foods and beverages than in previous years. Immunity has been top of mind for many people over the past 12 months and market research suggests over 50% of consumers are reportedly taking supplements to support their immune health.

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. This landmark portfolio extension of nutrient-rich tuna reinforces the brands commitment to health and wellbeing as a category driver.

John West nutrient-rich tuna range is available in three variants:

• Energy – tuna in spring water, with Vitamin B to help reduce tiredness and fatigue

• Heart – tuna in rapeseed oil is high in Omega 3 to support the heart function system
• Immunity – tuna in spring water, with Vitamin C to support the immune system.

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 believes its nutrient-rich tuna will enable them to feel energised and stronger throughout the day, fitting into a busy and active lifestyle.

Jon Burton, international marketing director, John West Foods, said: “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. The John West nutrient-rich tuna range is the perfect solution – a modern, relevant source of clean protein with additional health benefits. Were 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.”

John West nutrient-rich tuna is available in Asda, Morrisons, Sainsburys, Waitrose & Ocado at RRP of £2.00 for a single can 110g, and £5.00 for a multipack of three cans.

In line with John Wests commitment to ensuring that 100% of its packaging is reusable, or recyclable by 2025, the cans are made of fully recyclable materials, and the multipacks come wrapped in cardboard packaging.

John West, in accordance with Thai unios SeaChange strategy, is committed to the most forward-looking and rigorous sustainability efforts. The tuna in all of John Wests products is fully traceable, from catch to consumption, allowing for complete transparency and high operational practices.