John West Foods, the UK’s number one ambient fish brand and a subsidiary of Thai Union, today announces the launch of its sister brand, Norwegian seafood producer King Oscar, in the UK. The company is set to launch a range of high-quality King Oscar sardine products in Waitrose stores next week.

King Oscar is one of Norway’s most iconic, premium canned fish brands. The King Oscar Royal Selection Sardines range features MSC-certified, sustainably wild-caught Brisling sardines in extra virgin olive oil, flavoured with specially selected, simple, non-GMO ingredients. The fish is then hand-packed in innovative, transparent-lid, easy-peel cans, delivering super premium quality you can see and taste. With flavours including red bell pepper, garlic, rosemary and hot chilli; sliced Spanish manzanilla olives; and basil, oregano and garlic, the Premium Selection line is perfect for seafood lovers seeking the best for their palates, the best for their bodies, and the best for the planet.

King Oscar, in accordance with Thai Union’s SeaChange® strategy, is committed to the most forward-looking and rigorous sustainability efforts. King Oscar’s sardines are caught mainly in the Norwegian fjords, North Sea and part of the Baltic Sea. It buys fish solely from approved organisations and local fishermen, adhering to quotas set by the Council for the Exploration of the Sea, based on leading marine science.

Its sustainable harvesting efforts are directed at the entire chain – from the health of the fisheries and its safe catch methods to smart processing and storage. It only uses BPA-free and recycling packaging, and takes a firm stance against illegal, unregulated and unreported (IUU) fishing, wasteful discards, and irresponsible by-catches.

Originally founded in 1873 in Norway, the brand was renamed as King Oscar in 1902, when King Oscar II of Norway and Sweden gave the company special royal permission to use his name and portrait in its packaging. The brand has since been introduced to the US, Australia, Japan, Poland, Czech Republic, Hungary, Romania, Slovakia, Thailand and China. Its launch into the UK sees the brand continue its high-growth trajectory.

Jon Burton, International Marketing Director of John West Foods, said: “For more than 100 years, we’ve upheld a tradition of uncompromising quality and market leadership. We believe in providing the best from the ocean and helping people to prepare and enjoy delicious, nutritious and sustainable seafood in easier ways. King Oscar shares this ethos and we’re excited to launch the brand in the UK.”

Paul Reenan, President of Thai Union Europe, added: “King Oscar’s premium brand-positioning and established brand heritage will be a welcome addition to the canned fish market in the UK and will complement our existing John West brand.”

The products will be available in Waitrose from 6th July at an RRP of £2.99.

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