John West hopes to tap the rising popularity of superfood ingredients with the launch of its Creations range of microwaveable pouches with seeds and pulses.
Available from August, the line-up comprises four fish-based lines (rsp: £2/180g) - each counting as one of your 5 a day. The NPD would appeal to “discerning, health-conscious consumers influenced by modern flavour trends but want convenience and good quality”, said John West marketing director Jon Burton.
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