John West Introduces Revolutionary ECOTWIST® Packaging
The ECO TWIST® multipack, available exclusively at Asda stores initially, will soon hit the shelves of other major retailers.
John West has eliminated shrink wrap and cardboard from the packaging, opting instead for a patent-pending aluminium SmartStrip® that not only holds the cans together but is also fully recyclable. This move aligns with the company’s ambition to become the most sustainable ambient fish brand in the United Kingdom by the end of 2025.
Managing Director at John West Foods, stated that the ECO TWIST® is the best packaging and product that they have ever introduced to their consumers. They have spent three years developing this solution to reduce packaging waste and to make their quality products taste and look even better.
They added that it’s the ultimate faff-free solution to busy lives – storing and opening the cans is so easy, and with no excess packaging, recycling has never been simpler. This saves their consumers valuable time, allowing them to enjoy their healthy and nutritious products.
The redesigned can not only maintains the same quantity of John West tuna but also cuts down on over 400 tonnes of steel annually. Moreover, the smaller, lighter cans reduce the amount of sunflower oil, spring water, or brine by 1,500 tonnes, ingredients that consumers typically discard.
This innovation not only contributes to environmental conservation but also makes the product more efficient and consumer-friendly.
John West’s EGO TWIST® was meticulously crafted to meet the company’s ambitious sustainability targets, according to the European Sustainability Director for Thai Union, the parent company. The innovative packaging avoids approximately 65 tonnes of plastic shrink wrap or around 300 tonnes of cardboard equivalent annually.
Furthermore, the SmartStrip® has been independently verified as fully recyclable, ensuring consumers can conveniently recycle the cans through the UK kerbside recycling network.
In addition to the environmental benefits, ECO TWIST® represents a significant step towards John West’s broader sustainability goals. The company aims to transition all its products to sustainable packaging by the end of next year, with ECO TWIST® playing a pivotal role in this transition.
Additionally, all ‘no drain’ ECO TWIST® products are MSC-certified, with plans to extend this certification across the entire range by 2025. This move underscores John West’s commitment to becoming the most sustainable ambient seafood brand in the UK.
John West already leads the market in offering the highest number of MSC-labelled products in the UK’s ambient tuna category, outpacing all other brands and retailers’ own brands. The introduction of ECO TWIST® further solidifies their position as a leader in sustainability and innovation in the seafood industry.
In summary, John West’s introduction of ECO TWIST® marks a significant leap towards sustainable packaging, reflecting their commitment to environmental responsibility. This innovative packaging not only reduces waste but also enhances the consumer experience by making storage, use, and recycling remarkably straightforward.
As John West continues to pioneer sustainability in the seafood industry, ECO TWIST® is set to become a benchmark for eco-friendly packaging solutions. This initiative is a testament to John West’s dedication to providing high-quality, sustainable, and convenient products for their consumers while actively contributing to environmental preservation.
News Credits: John West strips excess packaging off best-selling tuna products
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