John West launches vegan tuna in the Netherlands – eyes European expansion

Author: Liam Gilliver

Read Time:   |  28th February 2023

Vegan Food & Living may earn commission from the links on this page, but we only ever share brands that we love and trust.

John West has debuted its vegan tuna in more than 1,000 stores across the country, and aims to expand across Europe this year

Seafood giant John West has launched vegan tuna in the Netherlands.

The UK-based company, owned by Thai Union Group of Thailand, has debuted two varieties of fish-free tuna in 1,400 stores across the country.

Shoppers can opt for pouches of plant-based tuna with Tomato and Basil or plain tuna in brine and oil. Both are made from soy protein and wheat.

‘A huge opportunity’

“The introduction of fish-free options alongside our traditional tuna products gives consumers more choice, and provides an alternative, relevant source of protein,” said Arno Snoey of John West Holland.

“There is a huge opportunity to connect with consumers of all ages who pursue a flexitarian lifestyle.”

John West says the new range of vegan fish responds to ‘rising consumer demand for varied, flexitarian diets’ – adding that Dutch consumers are ‘keener to try alternative seafood compared to other nationalities’.

According to market research, 42 percent of the Dutch population follow a flexitarian diet – the highest rate of all countries in the EU.

Vegan tuna in Europe

Thai Union launched its Marine Proteins business unit this year; John West Vegan Fish-Free Tuna is the first branded product from Marine Proteins.

Jon Burton, the initiative’s Business Unit Director, described the launch as a ‘major milestone’.

He added: “We will enter other European markets later this year with more innovative alternative protein products to bring game-changing innovation to the ambient category.”

Can’t wait for John West’s vegan tuna to hit the shelves near you? Try our recipe for vegan tuna mayo.

Featured image credit: John West/Thai Union

Written by

Liam Gilliver

Liam is a journalist working for the Mirror, Daily Express, Daily Star and OK! Magazine. He's also the author of We're Worried About Him and has been published in the likes of The Independent, Huffington Post, and Attitude Magazine.

We use cookies to give you a better experience on By continuing to use our site, you are agreeing to the use of cookies as set in our Cookie Policy.

OK, got it