Thai Union's Marine Protein division has introduced a vegan, fish-free tuna product under the John West brand in the Netherlands.

John West, a leading canned fish brand from the Netherlands, has unveiled two innovative vegan 'tuna' products, marking a significant shift in the food industry. These products, named Vegan Fish-Free Tuna with Tomato and Basil and Vegan Fish-Free Tuna with a Dash of Oil, are crafted from soy protein and wheat, catering to the growing demand for plant-based alternatives. Available in 1,400 stores across the Netherlands, these vegan tuna options are designed for consumers seeking diverse, flexitarian dietary choices. Arno Snoey, the Country Manager for John West Holland, emphasized the importance of offering fish-free alternatives to meet the evolving preferences of consumers, highlighting the potential to attract individuals across various age groups who are embracing a flexitarian lifestyle. This launch is a strategic move by Thai Union to tap into the burgeoning market for alternative protein sources, particularly in the Netherlands, where a significant portion of the population is shifting towards plant-based diets due to nutritional concerns and a desire for dietary variety. Research indicates that 42% of Dutch citizens follow a flexitarian diet, the highest percentage within the EU. This trend is supported by findings from John West, which suggest a strong interest among Dutch consumers in alternative seafood products that closely mimic the appearance, taste, and texture of traditional fish. The introduction of Vegan Fish-Free Tuna aligns with Thai Union's commitment to promoting 'Healthy Living, Healthy Oceans' by expanding its portfolio of alternative protein products. This initiative builds upon the company's previous ventures into alternative seafood with the launch of OMG Meat in Thailand, offering plant-based seafood options like dim sum, crab dumplings, and shrimp dumplings. Furthermore, the establishment of the Marine Proteins business unit in Europe at the start of 2023 signifies Thai Union's ambition to leverage its global resources in exploring marine protein opportunities. The Vegan Fish-Free Tuna from John West is the inaugural branded product from this new division, with plans to introduce additional alternative protein offerings later in the year. Jon Burton, the Business Unit Director for European Marine Protein, highlighted the significance of this launch as Thai Union's first global foray into branded alternative protein products, marking a pivotal moment for the company. With plans to expand into other European markets, Thai Union aims to introduce innovative products that will revolutionize the ambient food category. For media inquiries, contact Markus Reber, EMEA Communications Director at Thai Union Europe, or Wiriyaporn Posayanonda, Head of External Communication. About Thai Union: Thai Union Group PCL is a global leader in the seafood industry, committed to delivering high-quality, healthy, and innovative seafood products worldwide for over 45 years. With a diverse portfolio of leading international and Thai brands, Thai Union is dedicated to sustainable and innovative seafood solutions. The company's commitment to 'Healthy Living, Healthy Oceans' is evident through its active participation in global sustainability initiatives and its SeaChange® sustainability strategy, recognized by its inclusion in the Dow Jones Sustainability Indices and the FTSE4Good Emerging Index. For more information, visit thaiunion.com.