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John West to roll out Impress 'no drain' can to entire range

Can maker Impress is working with fish company John West to extend its patented 'no drain' can technology across the company's full range.

The new steel can, which was first used by the company on a small selection of its products last year known as ‘Delicious No Drain Tuna Steaks’, will be used for the company’s entire range starting in August and September.

The patented technology - which removes the need for the excess liquid normally used to prevent drying out and aid sterilisation – is being kept under wraps by the company.

The packaging design, created by agency Cheetham Bell JWT remains the same.

The small selection of John West’s ‘No Mess’ range that launched in February last year has so far recorded sales of £20 million.