John West is upping the ante against rival Princes with its biggest-ever spend on the added-value tuna market.
The company is reformulating its Light Lunch tuna meals and introducing new packaging across the four-strong
range. The products - Mediterranean, Nicoise Style, Tomato Salsa and French Style - hit shelves at the end of the month and are being backed by a multi-million marketing campaign, including TV ads that will break in the first quarter of next year. John West would not put a figure on the budget, but said the campaign would be its biggest-ever spend for canned/packaged fish.
Jane Hilton, head of marketing at John West Foods, said the recipes had been reformulated to use fillings perceived by consumers to be best out of a can. Ingredients such as green vegetables and potatoes in its products have been replaced by tuna, sweetcorn and beans.
The products, which have an rsp of £1.78 for 250g, also come with a folding fork to make them more suitable as a snack.
The added value tuna market is worth £21m but dropped 6.1% in value and 11.5% in volume year-on-year [IRI 52 w/e October 8, 2005]. However, John West, which claims a 77% share of the market, said there was scope for future growth by focusing on convenience and better quality.
Hilton said John West’s vision was to increase household penetration in added value tuna from 12% to 20%.
Stefan Chomka