Thai Union-owned John West Foods is launching its sister brand King Oscar in the UK.
King Oscar is one of Norway’s most iconic canned fish brands. Its products will debut in Waitrose stores next week with an RRP of £2.99.
The King Oscar Royal Selection Sardines range features MSC-certified, sustainably wild-caught Brisling sardines in extra virgin olive oil, flavoured with different ingredients. Flavours include red bell pepper, garlic, rosemary and hot chilli; sliced Spanish manzanilla olives; and basil, oregano and garlic.
Originally founded in 1873 in Norway, the brand was renamed as King Oscar in 1902, when King Oscar II of Norway and Sweden gave the company special royal permission to use his name and portrait in its packaging. It is Norway’s second-largest canned fish brand overall, also offering products such as mackerel, tuna and speciality seafood.
The brand has since been introduced to the US, Australia, Japan, Poland, Czech Republic, Hungary, Romania, Slovakia, Thailand and China. Its launch into the UK sees the brand continue its growth trajectory.
Jon Burton, International Marketing Director of John West Foods, said: “For more than 100 years, we’ve upheld a tradition of uncompromising quality and market leadership. We believe in providing the best from the ocean and helping people to prepare and enjoy delicious, nutritious and sustainable seafood in easier ways. King Oscar shares this ethos and we’re excited to launch the brand in the UK.”
Paul Reenan, President of Thai Union Europe, added: “King Oscar’s premium brand-positioning and established brand heritage will be a welcome addition to the canned fish market in the UK and will complement our existing John West brand.”
