Tinned fish manufacturer John West has cut excess packaging with the introduction of a new fully recyclable aluminium strip. 
Dubbed SmartStrip, the new innovation has allowed the tuna giant to axed the shrink wrap and cardboard on its former packaging, in favour of the small strip that keeps tin towers together.
The packaging is accompanied by a label consisting of a diagram and instructions to “Twist and Pull me!”
The redesign has allowed John West’s multi-can products to hold the same amount of fish, but lighter and smaller, saving over 400 tonnes of steel annually.
The new packaging also makes way for a reduction in the amount of contents in the product, the sunflower oil, spring water, or brine, saving an additional 1,500 tonnes of ingredients that John West claims consumers simply throw down the sink.
John West managing director Mark Doherty said: “Ecotwist is the best packaging and product we have ever brought to our consumers. We have spent three years developing Ecotwist to reduce packaging waste in our consumers’ lives and to make our quality products taste and look even better.
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“It’s the ultimate faff-free solution to busy lives – storing and opening the cans is so easy and thanks to no excess packaging, recycling has never been easier, saving our consumers time to enjoy our healthy and nutritious products.”
Parent company Thai Union European sustainability director Chris Shearlock added: “Ecotwist was designed to meet John West’s ambitious packaging sustainability targets. They avoid approximately 65 tonnes of plastic shrink wrap or around 300 tonnes of cardboard equivalent annually.
“John West’s SmartStrip has been independently verified as fully recyclable, so consumers can recycle the cans in one piece through the UK kerbside recycling network.”
John West’s latest innovation comes amid its ambition to move all their products into sustainable packaging by the end of next year.
Ecotwist is available in all Asda stores, with other major retailers to follow soon.
