John West claims the tuna market will be revolutionised by the introduction of No Drain, Less Mess Tuna - which cuts out the hassle of draining oil or brine from the can.

The company has spent 18 months developing a new production process that allows the tuna to be canned without the excess liquid. Although a little sunflower oil or brine is added to keep the fish succulent, consumers can now eat the tuna straight from the can. John West expects the product to add tens of millions of pounds to the £442m category.

John West marketing director Jeremy Coles said canned tuna was hugely popular due to its versatility and health credentials, but consumers didn’t like the “smelly and inconvenient” draining process.

“We have undertaken extensive research to ensure we are meeting consumers’ needs,” he said. “What was paramount in our learnings was the consumer desire for easier ways to prepare their tuna without the mess and hassle associated with draining. John West No Drain Tuna meets this demand.”

The February launch will be supported by a £3m marketing spend, which will include a TV ad campaign and outdoor advertising. With an rsp of £1.49, the No Drain cans are 10p more than standard cans, which John West attributed to the new production processes.

Coles added that the ads were designed to “reassure consumers that the quality and flavour of the tuna will be of the same high standard - just without the excess liquid”.

John West is the brand leader in the canned fish category, holding a 30% value share.