Making natural protein easy – New Food Magazine


Addressing the change in client demand, this text outlines why pure protein is the simple resolution that meets our want to mix well being, diet, comfort and sustainability in a single chew.

John West is trying to deliver comfort and diet with its new vary of pots

Vitamin is taking extra of a entrance seat as many individuals are tiring of high-priced diets and ‘gimmicky dietary supplements’ that promise huge outcomes however don’t ship. As an alternative, individuals are tending to favour a extra balanced method to well being.
This new, holistic method to well being is reworking the meals market, and because it continues to evolve, there’s a greater development demand for shoppers searching for pure nutritious meals that slot in with a life-style centered on common wellbeing.
COVID-19 modified attitudes in direction of well being
This new outlook has been additional enhanced by authorities just like the World Well being Group, which confirmed {that a} nutritious diet performs a serious function in combating off coronavirus. The lockdown durations through the pandemic have additionally created change in individuals’s priorities, putting bodily and psychological well being on the forefront of our minds.
Nearly half (49 %) of shoppers mentioned that being in good well being is extra essential now on account of COVID-19. That is in accordance with a current EIT Meals report printed in December 2020, which surveyed 5,000 shoppers in 10 European international locations.
This has led to a requirement for merchandise that may not solely assist a wholesome immune system but in addition psychological wellbeing.
Comfort and sustainability are huge priorities
In addition to this greater demand for more healthy meals choices, client behaviours are additionally transferring quickly in direction of extra handy and sustainable decisions.
The sustainability drive could be partially happy by product origin labelling on meals packaging, which has been in place for a while now throughout Europe.
Nevertheless, elevated demand and rising local weather issues have just lately led the European Fee to take this one step additional. As a part of the European Inexperienced Deal’s Farm to Fork (F2F) technique, necessary origin labelling for a larger vary of merchandise is about to be in place by This autumn 2022.
Furthermore, in accordance with the International Comfort Meals Market 2020, we’re seeing the next rise in well being comfort meals that include proteins, nutritional vitamins, omega-3 fatty acids and useful fibres. The will for comfort can also be being pushed by the demand for fast and straightforward dinner‑time options, as confirmed by the rise in gross sales of meal kits and recipe containers for residence use. With firms like HelloFresh and Gousto delivering the precise components straight to your entrance door, shoppers are being supplied with each handy and nutritious choices for his or her meals, making cooking simpler than ever earlier than.
Clearly, then, we’re starting to see adjustments at each client and broader coverage and enterprise ranges begin to take impact by way of meals buying and consumption.
Fish is the reply to at the moment’s client demand
All in all, individuals’s diets now have a larger concentrate on being useful and straightforward to accommodate into on a regular basis life; all pushed by the necessity to optimise total wellness. Probably the most viable options, as we see it, is to have a look at pure protein meals choices.
Fish is a meals group that is stuffed with pure protein, in addition to wholesome fat and essential vitamins. In accordance with NHS recommendation, a wholesome, balanced eating regimen ought to embrace at the least two parts of fish per week, together with one oily fish – resembling salmon and sardines – that are excessive in long-chain omega-3 fatty acids and broadly identified to be important in protecting your coronary heart wholesome.
Omega-3 can also be extraordinarily useful for mind and eye well being – it’s, actually, integral to organ capabilities. Omega-3 is made up of long-chain fatty acids ALA, EPA and DHA, with DHA making up round 40 % of the polyunsaturated fat in our brains, and 60 % of the polyunsaturated fat in our retinas.
With fish being one of many most important – and most satisfying – meals sources of Omega-3 (others being walnuts, pumpkin seeds and edamame beans, for instance), it clearly ticks many containers on each the well being and style satisfaction fronts.
The widespread boundaries that pure protein presents
Regardless of quite a few well being advantages, fish remains to be not seen as an everyday household favorite at mealtimes. On a regular basis fish merchandise, particularly tuna, are thought-about a mere retailer cabinet staple, which as soon as in place is commonly forgotten, solely being used as an emergency fallback relatively than an on a regular basis ingredient.
As well as, many additionally neglect the significance of consuming protein often to keep up a nicely‑balanced eating regimen. Western diets are sometimes too excessive in carbohydrates or fats, and our night meals could be far too protein-heavy; as a substitute, it’s higher to unfold protein consumption all through the day and consider methods to include protein into our breakfasts and lunches in addition to dinners.
King Oscar sardines The brand new King Oscar line is bringing new flavours to the sardine market
So, together with the rising client calls for to develop more healthy habits and devour meals in additional sustainable methods, whereas satisfying our wishes for fast and handy choices, it’s clear that the meals trade nonetheless wants to consider how greatest to encourage a much-needed change in our consumption habits.
The model hole for pure protein product demand? Making fish scrumptious, not simply nutritious
Our personal analysis has additionally proven that buyers – and youthful customers specifically – are more and more searching for tasty, contemporary and high-quality comfort merchandise that match right into a busy life-style. In reality, our findings additional revealed that individuals would eat fish extra usually if others within the family would eat it too.
Moreover, customers usually see fish as an costly merchandise, and so consequently solely purchase small portions. Because of this, it’s clear that fish can usually be neglected, regardless of its huge well being advantages, which is the place we see the hole that John West can fill.
For that reason, John West launched the No Drain Fridge Pot alongside its canned merchandise to assist shoppers incorporate extra fish into their diets and provides them larger selection of this reasonably priced and versatile supply of protein. Our Tuna and just lately launched Salmon Fridge Pots supply shoppers a fast and handy mealtime resolution that could possibly be a easy lunchtime meal possibility, or an easy-to-make dinner. With our Salmon Fridge Pots providing shoppers 24g of protein per 100g and our Tuna Fridge Pots 29g of protein per 100g, each merchandise are naturally excessive in protein.
We’ve additionally prolonged our pure protein supply into straightforward mild meals via our Tuna Bowls and Bites vary.
The Tuna Bowls goal to offer a handy, mild meal aimed toward well being‑acutely aware shoppers main fast-paced lives, whereas our Tuna Bites is a variety particularly developed for youngsters. With each merchandise created in quite a lot of sauces and greens with both pasta, beans or rice, these quick, on-the-go choices actually meet the demand to make fish a tasty and straightforward selection for everybody.
Nevertheless it’s not nearly tuna. Our just lately launched King Oscar vary is placing sardines – one other glorious supply of pure protein – proper on the forefront of individuals’s minds. Our vary helps to make sardines extra interesting to the fashionable shopper with new and thrilling flavours; our sustainably wild-caught Brisling sardines are canned in further virgin olive oil, which are available three variants: Crimson Bell Pepper, Garlic, Rosemary and Scorching Chilli; Sliced Spanish Manzanilla Olives; and Basil, Oregano and Garlic.
Pure protein actually could be straightforward
We all know there’s client demand to make extra wholesome life decisions in the case of meals – and these should be each handy and sustainably sourced. Pure protein ticks the nutritious diet field, and the extra comfort and sustainability necessities put fish proper on the prime of the agenda.
For that reason, at John West, we’re persevering with to innovate our merchandise with the goal of prioritising naturally wholesome and protein-rich merchandise as a staple in individuals’s diets.
Our totally different ranges cater to all ages and differing mealtime necessities, and our different flavours and recipes deliver innovation to the fish class, serving to to drive our mission of placing pure protein prime of the agenda for a wholesome, balanced eating regimen. 

Associated topicsCOVID-19, Setting, Fat & oils, Meals & Drink, Well being & Vitamin, Product Improvement, Proteins & different proteins, retail, Grocery store, Sustainability, The patron


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