John West, a division of seafood company Thai Union Group, has unveiled its new ECOTWIST packaging for its tuna products in the UK.

The new packaging format is designed to minimise waste and is fully recyclable.

The introduction of ECOTWIST marks a significant milestone towards John West’s target to transition all its products to sustainable packaging by the end of next year.

The company has also introduced a patent-pending can tower for its tuna products, which is held together by a SmartStrip, eliminating the need for outer packaging.

The new can format has been redesigned to hold the same amount of tuna while saving more than 400 tonnes (t) of steel each year.

Furthermore, the ECOTWIST can’s smaller and lighter design reduces the volume of sunflower oil, spring water, or brine used, leading to a reduction of 1,500t of ingredients annually.

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Thai Union European sustainability director Chris Shearlock said: “ECOTWIST was designed to meet John West’s ambitious packaging sustainability targets. They avoid approximately 65 tonnes of plastic shrink wrap or around 300 tonnes of cardboard equivalent annually.

“John West’s SmartStrip has been independently verified as fully recyclable, so consumers can recycle the cans in one piece through the UK kerbside recycling network.”

The ECOTWIST packaging solution is now available in all Asda Stores across the UK, with a global rollout expected to follow.

John West plans to launch ECOTWIST with other major retailers soon.

John West Foods managing director Mark Doherty said: “We have an ambition to be the most sustainable ambient fish brand in the UK by the end of 2025.

“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 noted that all its ‘no drain’ ECOTWIST products currently hold Marine Stewardship Council (MSC) certification, and the company aims to have the entire ECOTWIST range MSC-certified by the end of 2025.