John West is hoping to appeal to a younger, health-conscious market with the launch of a new tuna brand with a focus on nutrition.
Consumers are increasingly making a link between their diet and health with a recent report by Smartbrief finding that almost a third of people (29%) are consuming more functional foods and beverages than in previous years.
Immunity in particular has been a focus for many thanks to the Covid-19 pandemic with market research suggesting more than half of consumers are taking supplements to support their immune systems.
Jon Burton, international marketing director at John West Foods, said that shoppers’ priorities were still convenience and practicality rather than health. However, he added that “there is a huge opportunity to leverage health as an innovation driver and connect with younger, more health-conscious consumers.”
The new ‘nutrient-rich’ tuna range is available in three varieties – ‘energy’ with vitamin B, ‘heart’ with omega 3 and ‘immunity’ with vitamin C. In line with John West’s commitment to ensuring that all packaging is reusable or recyclable by 2025, the cans are recyclable and the multipacks are wrapped in cardboard.
“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,” said Mr Burton.
