Thai Union Launches John West Vegan Fish-Free Tuna In The Netherlands

By Robert McHugh
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Thai Union Launches John West Vegan Fish-Free Tuna In The Netherlands

John West has announced the launch of two new vegan ‘tuna’ products, 'Vegan Fish-Free Tuna with Tomato and Basil' and 'Vegan Fish-Free Tuna with a Dash of Oil' in the Netherlands.

The canned fish brand has launched the vegan fish-free tuna SKU, which is developed from soy protein and wheat, in 1,400 stores. The products are available in pouches containing either tomato and basil, or brine and oil.

John West says the Vegan Fish-Free Tuna is Thai Union’s response to increased demand for alternative protein products, and specifically plant-based alternatives, in The Netherlands.

Marine Protein Opportunities

At the beginning of 2023, Thai Union launched its new Marine Proteins business unit in Europe, which aims to capitalise on new opportunities in the market through leveraging its global R&D and commercial resources.

John West Vegan Fish-Free Tuna is the first branded product to be launched by this division. The business unit plans to introduce more alternative protein products later this year.


'A Major Milestone'

"John West Vegan Fish-Free Tuna is Thai Union’s first branded alternative protein product launch worldwide and therefore a major milestone for us," commented Jon Burton, business unit director, European Marine Protein.

"We will enter other European markets later this year with more innovative alternative protein products to bring game-changing innovation to the ambient category.”

Flexitarian Diet

According to Innova Market Insights, 42% of the Dutch population follow a flexitarian diet, the highest rate of all countries in the EU.

Furthermore, recent research from John West found that Dutch consumers are keener to try alternative seafood compared to other nationalities and are more likely to demand a product comparable to fish in terms of appearance, taste and texture.

© 2023 European Supermarket Magazine – your source for the latest A-Brands news. Article by Robert McHugh. Click subscribe to sign up to ESM: European Supermarket Magazine.

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