Leading tinned fish brand John West has taken a big step forward to reduce excess packaging from its best-selling tuna products thanks to its new, fully recyclable ECOTWIST multipack.
ECOTWIST is John West's take on making their products easier than ever to enjoy and recycle. The market leader in tuna has eliminated excess packaging from its best-selling ranges – no shrink wrap, no cardboard – just a smart aluminium strip that keeps their can towers together and is fully recyclable together with the can.
Mark Doherty, Managing Director at John West Foods, said: "We have an ambition to be the most sustainable ambient fish brand in the UK by the end of 2025. "ECOTWIST is the best packaging and product we have ever brought to our consumers. We have spent three years developing ECOTWIST to reduce packaging waste in our consumers' lives and to make our quality products taste and look even better. It's the ultimate faff-free solution to busy lives – storing and opening the cans is so easy and thanks to no excess packaging, recycling has never been easier, saving our consumers time to enjoy our healthy and nutritious products."
John West has developed the patent-pending can tower, held together by the so-called SmartStrip. The team redesigned the can, ensuring it holds the same amount of John West tuna but saving over 400 tonnes of steel annually.
The smaller, lighter designed can also reduces the amount of other contents in the product, the sunflower oil, spring water, or brine, saving an additional 1,500 tonnes of ingredients that consumers typically discard down the sink.