Game-changing, nutrient-rich tuna set to revolutionise category

John West, the UK’s leading canned fish brand, today announces the launch of John West nutrient-rich tuna.

In a category first, John West’s 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.[1] 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.[2]

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 brand’s commitment to health and wellbeing as a category driver.

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

  • Energy – tuna in spring water, with Vitamin B to help reduce tiredness & 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 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. 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.”

John West nutrient-rich tuna is available in Asda, Morrisons, Sainsbury’s, 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 West’s 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 Union’s SeaChange® strategy, is committed to the most forward-looking and rigorous sustainability efforts. The tuna in all of John West’s products is fully traceable, from catch to consumption, allowing for complete transparency and high operational practices.

[1] Covid-19: Driving demand for functional foods in 2021, December 2020 [link:]

[2] Immune Health Supplements Market – Global Outlook and Forecast 2020-2025,, July 2020 [link:]

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