Canned fish brand John West is extending into the pot snacks market with a range of couscous and tuna meals.

The new Steam Pots, which roll out in January, comprise a pot of couscous that can be prepared in five minutes with boiling water, along with a separate can of the brand’s Tuna Infusions to mix in.

The business will be hoping to tap into the growth in instant pot snacks, which have risen 2.4% by volume compared with an overall 8.9% slump in volume sales of canned fish [Nielsen 52 w/e 12 October 2013]. John West has contributed to much of the decline, with volume sales of its canned fish down 19.4% - a slump the company attributed to rising raw fish prices and a reduction in promotional activity.

Steam Pots roll into two multiple retailers from 1 January, with two further listings confirmed for January and February. The launch is being supported by a £1.5m spend including digital and in-store activity, couponing, and a national TV advertising campaign from March.

The pots will be available in five variants: basil Infusions with sundried tomato couscous, chilli & garlic Infusions with spicy red pepper couscous, lemon & thyme Infusions with tomato & black olive couscous, coriander & cumin Infusions with lime & coriander couscous and soy & ginger Infusions with mushroom couscous (rsp: £2.69).

Consumers wanted hot, healthy snacks that contained a high percentage of protein, said John West marketing director Jon Walsh.

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