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Chicken of the Sea offers a product with the same nutritional attributes in a more convenient can. (Photo: Chicken of the Sea)

Chicken of the Sea releases 'no drain' tuna

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Thursday, May 03, 2012, 23:20 (GMT + 9)

Chicken of the Sea is now using “breakthrough” technology for its canned tuna. The company says its Chicken of the Sea No Drain Tuna “will bring a whole new world to seafood.”

These products are now available for c-store retailers to carry. No Drain Tuna comes in a can with an easy-to-open lid, requires no draining and thus produces no mess.

It is available in four 4-oz varieties: Solid White Albacore Tuna, Solid Light Tuna, Solid Light Thai Chili Tuna and Solid Light Lemon Pepper Tuna.

“No Drain tuna has shown great success in overseas markets and we project similar success in the US,” said John Sawyer, senior VP of sales and marketing for Chicken of the Sea International. “As the first and only brand offering the technology in the US, ‘No Drain’ will differentiate our brand and drive increased retail purchases.”

Chicken of the Sea No Drain Tuna Retail Projection Assumptions. (Graph: Chicken of the Sea)



Sawyer estimates the segment could account for up to USD 86.4 million in total sales in the US, and said consumer research demonstrates the product is something consumers want.

“Consumers have long enjoyed canned tuna for its many health benefits,” said Sawyer. “Now, our No Drain tuna offers the same great nutritional attributes in a more convenient can.”

Chicken of the Sea’s research shows that 74 per cent of people aged 18-45 and 71 per cent of people 46 years old and older would definitely or probably purchase No Drain tuna products, such that this launch is clearly a "No Drainer™".

Chicken of the Sea No Drain Tuna products. (Photos: Chicken of the Sea)



Chicken of the Sea was the first national brand to introduce skinless/boneless pink salmon and specialty seafood products, including crab, shrimp, oysters and clams. In 2006, it introduced peel-and-eat cups.

The company will be supporting the launch of its No Drain Tuna with public relations, in-store POS materials nationally and through social media, including its online affinity club, the Mermaid Club, which counts with more than 190,000 members, and Facebook.

By Natalia Real
[email protected]
www.fis.com


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