Canned fish supplier John West is expanding its No Drain Less Mess Tuna range in the UK with the addition of four variants.
The firm will this month roll out No Drain Less Mess Tuna Chunks in sunflower oil or brine in 120g cans and a new packaging format of two single-serve 60g cans.
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. 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 “multi-million pound” marketing drive that includes TV advertising, a celebrity chef endorsement and a six-figure PR campaign.
Last month, the owner of John West, MWBrands was bought by Thai Union Frozen Products (TUF) in a deal that values the France-based firm at EUR680m (US$883m).