John West to launch skinless and boneless tinned salmon

The new product – which goes on sale from mid-November – will be promoted with a free plush bear toy within the pack and supported by a nationwide advertising campaign which begins on 18 November 2007 and runs for three weeks.

A YouGov survey, commissioned by John West, shows that:

• less than a third of UK adults (30%) eat at least one portion of oily fish, despite advice from the Food Standards Agency that they should
• people living in Wales are most likely to eat a weekly portion (39% of those surveyed) compared to only 24% of those living in the East of England
• 39% of respondents over 55 years eat at least one portion a week compared to only 18% of 18-24 year olds and 23% of 25-34 year olds
• Those under 45 years are more likely to not buy tinned salmon because of the skin and bones in the product. Geographically, those living in the North East are the pickiest with 19% refusing to eat tinned salmon because of the skin and bones whilst the least picky are those living in the East of England (8%) and the South West (8%).

Andrew Gidden, sales director at John West, said: “As the UK market leader for ambient fish, we are always looking at ways to innovate and expand our range. We’ve listened to consumers and appreciate that the skin and bones in the current product is an issue for some people. This new product will have a wider appeal and we hope will encourage those who have never bought tinned salmon to do so. Nutritious meals such as fish cakes, pasta bakes and rice dishes are easy, quick and cost-effective if made with tinned salmon.”

The survey also showed that:

• Although tinned salmon is high in omega 3 fatty acids and protein and low in calories and saturated fat, only 21% of respondents eat tinned salmon as part of a main meal with some 44% eating it in sandwiches
• People in the West Midlands eat the most tinned salmon in sandwiches (56% of those surveyed) with those in London eating the least (33%)
• Those in Wales ate the most tinned salmon as part of a main meal (29% of those surveyed) with those in the South East eating the least (13%)
• Most respondents were aware that the health benefits are retained even if the fish is canned: only 5% thought that these benefits were lost in tinned salmon

The new skinless and boneless salmon will be sold in 180g tins. An exclusive line of 213g tins of skinless and boneless pink salmon is available at Asda.