John West, the UK’s leading canned fish brand, is excited to bring yet more innovation to the category with the launch of John West Salmon Fridge Pot.

Containing 128g of MSC-certified, sustainably caught, wild Alaskan pink skinless and boneless salmon, the easy peel-able and re-sealable no drain fridge pot gets salmon front-of mind in the fridge as an everyday option for the first time. As consumers strive for healthier, more balanced lifestyles, the unique pot is designed to make eating fish more accessible and increase consumption.

John West Salmon Fridge Pot offers consumers a quick, convenient and incredibly versatile mealtime solution. A 100% natural source of protein, it is super healthy and nutritious and will particularly appeal to younger shoppers looking for tasty, fresh and high-quality convenience products that fit into a busy lifestyle.

With the launch of John West No Drain Tuna Fridge Pot in 2019 revolutionising the ambient tuna market, John West Salmon Fridge Pot is set to similarly disrupt the salmon category. The brand aims to add further value by targeting new shoppers and new occasions. With consumers perceiving tinned salmon to be old-fashioned and uninspiring and a handy backup in the cupboard for emergencies, John West’s new format makes salmon more relevant to shoppers, combining convenience with the natural, fresh attributes of wild caught salmon and driving everyday usage.1

Jon Burton, International Marketing Director, John West Foods, said: “The introduction of Salmon Fridge Pot alongside our canned products gives consumers more choice when it comes to this natural and versatile source of protein. Our tuna fridge pot has proven that the format helps reach a younger shopper and expanded drained tuna’s usage. We’re thrilled to bring this game-changing innovation to the ambient salmon market and to inject a much[1]needed boost into the category.”

Research from IRI Worldwide shows 42% of consumers are reported to most likely purchase a refrigerated salmon product over a tin, with 82% of consumers believing that the product’s fridge friendliness will appeal to a wide audience.2 Other benefits of this innovation include a transparent window showing the high-quality salmon steak inside as well as protein communication and usage inspiration on pack.

As part of John West’s responsible packaging commitment, the plastic container and lid are made of fully recyclable materials. The multi pack wrapper is also made from cardboard making it easily recyclable.

John West, in accordance with Thai Union’s SeaChange® strategy, is committed to the most forward-looking and rigorous sustainability efforts. The salmon is caught in the cold clear waters off Alaska and Canada by MSC verified fisheries, which pride themselves on sustainability and excellent management. The products are also fully traceable, from catch to consumption, allowing for complete transparency and high operational practices.

The launch of John West Salmon Fridge Pot is also aligned with Thai Union’s, John West’s parent company, increasing focus on health and well-being across its portfolio. The company is committed to ‘Healthy Living, Healthy Oceans’.

John West Salmon Fridge Pot will be available in Morrisons from mid-March at an RRP of £3.00.

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