John West is plotting the launch of a chilled range later this year in a bid to generate higher-margin sales and create a strong branded proposition in an own label-dominated category, The Grocer has learnt.
It is understood that the canned fish company has already taken the concept to buyers.
The range is still in early development but it is likely to extend beyond smoked salmon, which it first tested in the chilled aisle about eight years ago.
The business is believed to have appointed a consultant in recent months to look at opportunities specifically within chilled fish.
The launch would build on the heritage of the John West brand to take on the own label-dominated category on the back of strong brand performance, said experts.
John West defied the flat canned fish market last year to post sales of £129m, up 7.2% [Nielsen 52 w/e 6 October 2007].
It also received a vote of confidence last September when Asda's food trading director Darren Blackhurst said it had opted to stock John West tuna while delisting Princes.
John West would not confirm the launch but said it had been looking at the chilled sector.
"As you would expect from a company like John West, we are always looking at opportunities in new categories," said a spokesman.
Earlier this month, The Grocer revealed that rival Princes was to launch a premium canned range across several categories, kicking off with a premium skinless and boneless Alaskan salmon, priced £2.79.
Young's has also upped its focus on the more premium chilled market. The £247m brand plans to grow its chilled business from £80m to more than £100m this year.
John West in Australia, sold by Unilever to Simplot Australia in 2003, also offers an extensive chilled range.
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