The new range brings together the spicy flavours of jalapeno and chipotle.
Katie Saunders, GM of Shelf Grocery, said John West’s new brand ambassador is a “chef bear”.
“We wanted someone who really embodied John West’s values, is passionate about quality seafood and a lover of flavour. Although the search was long and rigorous, we had to be sure the ambassador representing this exciting innovation in tuna flavour was right, and it seems the answer was in front of us the entire time,” Saunders said.
Earlier this year, John West overhauled its supply chain to become MSC certified, one of the world’s best standards in sustainability.
“We are thrilled to not only be leading the way in sustainability, but also going further in delivering the best taste possible for our customers,” said Saunders.
John West highlights its sustainability story in its campaign, which includes recipe development and involvement in a new video series, ‘The Lunchtime Social Feed’: easy-to-make, lunch time meals.
Each can of the four flavours will be marked with a blue, MSC eco-label, signifying the tuna was caught using sustainable methods and is traceable from the oceans it was caught in, to the can on supermarket shelves.