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John West prepares to extend No Drain to entire tuna range.

John West is extending its No Drain technology out across its entire canned tuna portfolio to build on the success of its No Drain Less Mess Tuna, which has clocked up an impressive [pounds sterling]20m in sales since its launch last year.

The No Drain technology, which made its debut in February 2009, is being transferred across the company's 15-strong-plus core canned tuna line-up from this week and John West said there were "plans in the pipeline to extend the innovation through to other ranges" although it would not specify the number of SKUs.

The No Drain format is rolling out now on the brand's tuna chunks in Tesco stores.

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Marketing director Jeremy Coles said the move would help differentiate John West from rival brands and own-label products as well as bolster overall category sales.

"The response to our No Drain Tuna launch has been phenomenal, which is why we have decided to extend the innovation across our range," he said. "No Drain forms a central part of our strategy to set ourselves apart in the market."

The No Drain tuna range, available either in brine or sunflower oil, has recorded sales of [pounds sterling]20m since it was launched [IRI].

To maintain the sales momentum, John West is launching a new marketing campaign - including TV and print advertising - in July to highlight the "No mess and added convenience" credentials of the products, Coles added.

The No Drain technology allows tuna to be canned without excess brine or oil, cutting out the "smelly and inconvenient" draining process, said the company.

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Title Annotation:PRODUCTS; John West Foods
Author:Riley, Lisa
Publication:Grocer
Article Type:Brief article
Geographic Code:4EUUK
Date:May 22, 2010
Words:283
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