john west creations

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.