Canned fish brand leader John West has launches a new range of Steam Pots, its first entry into the Pot Snacks sector.
The range of five Steam Pot products will build on the success of last year’s launch of Tuna Infusions – tuna with premium herbs and spices infused with extra virgin olive oil – by partnering a tin of Tuna Infusions with a pot of complementary flavoured couscous.
Steam Pots – which can be prepared in five minutes by adding boiling water to the couscous and then mixing in the infused tuna – will provide consumers with an instant, hot lunchtime snack for at home or on the go.
Available in independents and multiples, the product will retail at £2.69.
The range includes the two existing Tuna Infusions varieties and introduces three additional variants:
• Basil Infusions with Sundried tomato couscous
• Chilli & Garlic Infusions with Spicy Red Pepper couscous
• New Lemon and Thyme Infusions with Tomato and Black Olive couscous
• New Coriander and Cumin Infusions with Lime and Coriander couscous
• New Soy and Ginger Infusions with Mushroom couscous
The launch of the Steam Pots range will supported by a £1.5m brand investment, including a national TV ad next Spring and digital and in-store activities.
Marketing Director Jon Walsh said: “Steam Pots will stand out in the Pot Snacks sector for all the right reasons as they’re made with real ingredients and are extremely tasty!
“They still take only five minutes to prepare, but provide the perfect balance of protein and carbohydrates and are also low in sugar and saturated fat.
“The launch comes after a year’s work with consumers, understanding their attitudes towards our brand, fish and the lunchtime meal occasion.
“This is a genuine innovation which meets a real consumer need within the sector and will boost sales for retailers.”
John West currently holds a 30.4% share of the canned fish category, which is currently worth £516m in the UK and continuing to grow year on year.
Over 80% of households buy canned fish every year and it remains a staple purchase despite significant price inflation. Tuna continues to be the most popular sector within canned fish, accounting for 60% of sales
