John West launched a fish-free tuna option earlier this year in the Netherlands. This launch marks its foray into the UK vegan market
John West has made its first foray into the UK plant-based market with a new launch.
The seafood giant has rolled out two vegan tuna salads in Asda stores, available in Harissa and Indian varieties, retailing from £2.50.
Ingredients in the salads include lentils, wild rice, quinoa, vegetables, chickpeas and split peas.
These are paired with the plant-based tuna, which is made from soya and wheat protein.
John West vegan tuna
This latest launch follows the brand releasing vegan tuna in 1,400 stores across the Netherlands earlier this year.
The UK-based company, owned by Thai Union Group of Thailand, debuted two varieties of the fish alternative.
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.
Speaking at the time of the launch, Arno Snoey of John West Holland, said: “The introduction of fish-free options alongside our traditional tuna products gives consumers more choice, and provides an alternative, relevant source of protein.
“There is a huge opportunity to connect with consumers of all ages who pursue a flexitarian lifestyle.”
Vegan tuna in UK supermarkets
John West is not the first company to launch its vegan fish in a major retailer.
The first vegan tuna to launch in supermarkets across the UK was Tuno from Loma Linda, hitting shelves back in 2019.
It is made from a mix of soya protein and natural flavourings that are said to result in a flaky texture that closely resembles the real thing.
The plant-based product is high-protein and contains 100 calories or less per serving making it a hit with those looking to boost their protein intake with clean, sustainable ingredients.
In a statement sent to Vegan Food & Living, Robert Wilson, Tuna Buyer for Morrisons said: “We have listened to so many customers who want an easy alternative to tuna, that’s high in protein and can be used in much the same way. TUNO provides a convincing alternative for sandwiches, pasta and salads.”
Fancy tucking into something fishy? Try our recipe for vegan tuna mayo
Featured images © John West, edited by VFL