Thai Union has recently introduced John West’s Ecotwist packaging, designed to prioritize ease of use, sustainability, and minimal waste. This innovative packaging is now available in the UK, one of Thai Union’s key markets, with plans to potentially expand to other countries in the future. Initially available at all Asda stores, Ecotwist will soon be stocked at other major retailers as well.
Notably, Thai Union views the launch of Ecotwist as a significant advancement in sustainable packaging within the UK’s ambient tuna category, marking a pivotal moment for John West. The group emphasizes that consumers can now enjoy the highest-quality tuna from John West without the burden of excess packaging and waste.
Paul Reenan, Thai Union’s president for Europe, praised the three-year process that John West UK dedicated to developing this unique packaging solution. The team’s effort has resulted in a packaging design that stands out in the market.
The patented can tower, secured by a SmartStrip, features a redesigned, lighter can that maintains the same tuna quantity in a smaller size, saving over 400 tonnes of steel annually. This reduction in can size also decreases the accompanying contents, like sunflower oil or spring water, thereby saving an additional 1,500 tonnes of unused ingredients.
In addition to material savings, Ecotwist contributes significantly to waste reduction by eliminating around 65 tonnes of plastic shrink wrap or 300 tonnes of cardboard per year. Furthermore, British consumers can easily recycle the steel can with the SmartStrip through the UK’s kerbside recycling network.
Adam Brennan, chief sustainability officer at Thai Union, highlighted Ecotwist as a major step forward in the company’s sustainability plan. By transitioning large volumes into 100% sustainable packaging, Thai Union moves closer to its goal of having all branded products packaged sustainably by the end of next year.
As part of the Ecotwist launch, John West plans to expand its selection of MSC-certified products. This initiative aligns with Thai Union’s Tuna Commitment, which aims to have all tuna products either MSC-certified, in MSC-assessment, or part of a credible Fishery Improvement Project by 2025.
Furthermore, John West aims to achieve MSC certification for their entire Ecotwist range by the end of 2025, demonstrating their commitment to becoming the most sustainable ambient seafood brand in the UK. The company highlights that it currently leads the market with the highest number of MSC-labelled products in Great Britain, surpassing competitors and retailer brands.
