John West has proudly unveiled its innovative ECOTWIST® multipack, specifically designed for its best-selling tuna products. This new packaging solution, now available in Asda stores and soon to be found in other major retailers, marks a significant step in the company's commitment to reducing waste through fully recyclable materials.

A Leap Towards Sustainability

The ECOTWIST® multipack stands out by eliminating traditional excess packaging such as shrink wrap and cardboard. Instead, it employs an aluminium strip, known as SmartStrip®, to secure the can towers together. This clever design is fully recyclable along with the cans themselves, and is set to save over 400 tonnes of steel annually. Additionally, the redesigned cans have led to a reduction in the use of sunflower oil, spring water, or brine, saving an impressive 1,500 tonnes of ingredients.

Future Plans for Sustainable Packaging

John West has set an ambitious goal to transition all its products to sustainable packaging by the next year, with the ECOTWIST® playing a pivotal role in this transformation. These 'no drain' ECOTWIST® products are MSC-certified, underscoring their commitment to sustainability. The company aims to extend this certification to their entire range by 2025, with the ultimate objective of having all their tuna MSC-certified. This bold move is intended to position John West as the UK's most sustainable ambient seafood brand.

Leadership's Vision and Commitment

Mark Doherty, Managing Director at John West Foods, expressed his enthusiasm and commitment to this sustainable initiative: "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."

Consumer Benefits

Doherty also highlighted the practical benefits of ECOTWIST® for consumers: "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."

In summary, John West's introduction of the ECOTWIST® multipack is a groundbreaking step in sustainable packaging, aligning with their long-term environmental goals and enhancing the consumer experience with eco-friendly and convenient products.