Thai Union's Marine Protein business unit launches John West Vegan Fish-Free Tuna in the Netherlands
-Vegan Fish-Free Tuna set to revolutionise category-
BANGKOK – February 27, 2023 – John West, the Netherlands’ leading canned fish brand, today announces 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.
Starting today, John West is offering Dutch consumers Vegan Fish-Free Tuna made from soy protein and wheat in 1,400 stores. Available in pouches containing either tomato and basil or brine and oil, the Vegan Fish-Free Tuna range responds to rising consumer demand for varied, flexitarian diets.
Arno Snoey, Country Manager for John West Holland, said: “The introduction of fish-free options alongside our traditional tuna products gives consumers more choice, and provides an alternative, relevant source of protein. There is a huge opportunity to connect with consumers of all ages who pursue a flexitarian lifestyle.”
The launch of John West Vegan Fish-Free Tuna is Thai Union’s response to the increased demand for alternative protein products, and specifically plant-based alternatives in The Netherlands. Consumers are driven by concerns about their nutrition, and those seeking a more varied diet are eating more plant-based meals. ‘Flexitarianism’ is on the rise, with consumers demanding tasty vegan alternatives that enable them to benefit from all protein sources and pursue a meat-free or reduced meat lifestyle.
According to Innova Market Insights, 42% of the Dutch population follow a flexitarian diet – the highest rate of all countries in the EU. In addition, recent research from John West found that Dutch consumers are keener to try alternative seafood compared to other nationalities and are more likely to want a product comparable to fish in terms of appearance, taste and texture.
The introduction of John West Vegan Fish-Free Tuna reinforces Thai Union’s commitment to unlocking the alternative seafood opportunity, building a portfolio of alternative protein products, and supporting the Group’s commitment to ‘Healthy Living, Healthy Oceans’.
It builds on Thai Union’s own alternative seafood offerings. In 2021, the Group launched OMG Meat, a plant-based seafood range aimed at consumers in Thailand. Developed by the Global Innovation Center, the range includes plant-based dim sum, crab dumplings, crab cake, fish nuggets and, most recently, shrimp dumplings.
In addition, at the beginning of 2023, Thai Union launched its new Marine Proteins business unit in Europe, capitalizing on the marine protein opportunities through leveraging its global R&D and commercial resources. John West Vegan Fish-Free Tuna is the first branded product from Marine Proteins. The business unit plans to introduce more alternative protein products later this year.
Jon Burton, Business Unit Director, European Marine Protein, said: “John West Vegan Fish-Free Tuna is Thai Union’s first branded alternative protein product launch worldwide and therefore a major milestone for us. We will enter other European markets later this year with more innovative alternative protein products to bring game-changing innovation to the ambient category.”
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Media Enquiries
Markus Reber
EMEA Communications Director
Thai Union Europe
Mobile: +44 7779 559551
E-mail: markus.reber@thaiunion.com
Website: www.thaiunion.com
Wiriyaporn Posayanonda
Head of External Communication
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E-mail: Wiriyaporn.posayanonda@thaiunion.com
About Thai Union
Thai Union Group PCL is the world's seafood leader, bringing high quality, healthy, tasty and innovative seafood products to customers across the world for 45 years.
Today, Thai Union is regarded as one of the world's leading seafood producers and is one of the largest producers of shelf-stable tuna products with annual sales exceeding THB 155.6 billion (US$ 4.4 billion) and a global workforce of more than 44,000 people who are dedicated to pioneering sustainable, innovative seafood products.
The company’s global brand portfolio includes market-leading international brands such as Chicken of the Sea, John West, Petit Navire, Parmentier, Mareblu, King Oscar, Hawesta, and Rügen Fisch, Thai-leading brands SEALECT, Fisho, Qfresh, Monori, OMG Meat, Bellotta and Marvo, and ingredient and supplement brands UniQ®BONE, UniQ®DHA and ZEAvita.
As a company committed to “Healthy Living, Healthy Oceans,” Thai Union is proud to be a member of the United Nations Global Compact, a founding participating company of the International Seafood Sustainability Foundation (ISSF), and current Chair of Seafood Business for Ocean Stewardship (SeaBOS). Thai Union's ongoing work through its SeaChange® sustainability strategy was recognized when the company was listed on the Dow Jones Sustainability Indices (DJSI) for the ninth consecutive year in 2022. The company was ranked number one on the Food Products Industry Index of the DJSI, a position it previously held in 2018 and 2019. Thai Union was also named to the FTSE4Good Emerging Index for the sixth straight year in 2021. Find out more about the Group’s sustainability at seachangesustainability.org.