The shelf-stable tuna category sees billions of packages sold every year around the world, and it shows no sign of slowing down. 2.2% annual growth is projected between 2025 and 20301, as more consumers look for convenient, protein-rich foods. As the category evolves, it’s important to look for emerging opportunities. On shelves that are dominated by round cans, switching to carton can be the differentiation you need to drive sales.
Whether you're entering the category or expanding your range, we offer more than just Tetra Recart® packages, our paper-based solution for shelf-stable food. From market insights and recipe co-creation to package design and production support, we work with you to make your tuna products stand out on the shelves and in shoppers' minds. These seven steps show how we can help you accelerate your growth in shelf-stable tuna:
- Identify your winning niche
- Turn insights into concepts
- Perfect your recipe
- Design standout shelf presence
- Master your production flow
- Scale fast with co-packers
- Accelerate and sustain growth
Success in tuna starts with understanding where demand is moving. Chunks represent more than 40% of the global market share – the format consumers know best – but tuna salad is the fastest-growing segment. Package sizes under 100g are growing at 2.7% a year, driven by demand for single servings2. Not every opportunity is equal, and the key is choosing the one that works best for your business, and your goals.
Instead of relying on assumptions, you can tap into our global consumer and market insights for shelf-stable food. From here, we work with you to define your winning niche and decide what success looks like, from relevant KPIs to timelines and target markets, so your next moves are grounded in insight rather than intuition.
Next, it's time to turn those insights into tangible ideas in a workshop at one of our Customer Innovation Centres. You bring your product ambitions, and we bring consumer insights, trend intelligence, brand expertise and packaging knowledge.
Using structured ideation tools and early mock-ups, we co-create and refine tuna concepts and Tetra Recart packaging directions that fit your brand, your consumers and your commercial goals. That might mean a flavour innovations like chilli or lemon and pepper variants that bring excitement to a familiar staple, or a format that reframes tuna as a ready-to-eat option rather than just a cooking ingredient.
This collaborative process lets you move from abstract ideas to concrete, testable concepts before you commit to anything.
Once your tuna concepts are defined, the next step is to turn them into recipes that perform on the shelf and on the plate. Whether you're working with oil, water or brine, protein-rich products bring their own technical demands under retort conditions.
That's where the Tetra Recart Food Development Centre becomes your culinary co-pilot. Working in Lund, Sweden, or via our mobile testing unit at your site, our food technologists and processing experts help you translate concepts and insights into recipes optimised for Tetra Recart cartons.
Together, we address the technical challenges specific to tuna, from texture integrity in shredded, flaked and tuna salad formats to seal performance and food safety under full commercial retort conditions. You leave with validated tuna samples and clear recommendations for industrialisation and scale-up
Tetra Recart packages give your tuna products a distinctive visual presence in a category still dominated by a single shape.
Supported by our design expertise, your Tetra Recart package becomes a powerful asset for differentiation. We apply design principles that help your brand get noticed and understood:
- Spotlight your story: Focus on two to three core messages on the front panel – for example, protein and omega-3 content, convenience, or your sustainability credentials.
- Use category cues wisely: Make it clear whether your product is chunks, flakes, shredded or a ready-to-eat tuna salad, and how it's prepared – in oil, water or brine.
- Engage every side: Think about including simple usage instructions, clear recycling information and recipe inspiration that helps shoppers see new ways to use your tuna.
- Strengthen on-shelf impact: Design packages so they work together, creating a strong "billboard" effect when multiple cartons are placed side by side.
- Use colour intelligently: Apply colour and ink thoughtfully to reinforce brand identity and support your goals for responsible material use.
Find out more about differentiating your food product on the shelf with graphic design.
How do you bring your tuna products to shelves without unnecessary operational complexity? We offer industrialisation options that support a smooth journey from pilot to full-scale production, tailored to your portfolio.
Tetra Recart package filling lines are designed to run a wide range of tuna formats efficiently, using fewer operators and less floor space than traditional filling lines.
We bring integrated processing know-how to help you design heat treatment, mixing and filling processes that protect your products' quality, safety and appearance from first fill to final package.
For many tuna brands and private labels, co-packers are a strategic shortcut to market, especially when you want to move quickly, manage risk and avoid large capital investment. Producers already operating in Spain and retailers already stocking tuna in Tetra Recart packages in Sweden show that this route works in practice.
We use our global knowledge and network to match you with experienced co-packers that fit your needs. Starting via a co-packer before investing in your own line is also a way to reduce financial exposure at trial stage, while you verify that the concept works.
With the right co-packer in place, you can test and scale new tuna concepts faster, secure efficient production and focus your resources on brand-building, category management and portfolio growth.
Read more about co-packers and co-packer partnership
Our support continues beyond the first production run. We help you finalise package design, develop compelling messaging and prepare retailer presentations for your tuna range. Once your products are on the shelf, we can help you interpret performance data and consumer feedback to understand how they're perceived and used.
This real-world feedback lets you refine communication, evolve package design, adjust distribution and, where relevant, optimise your recipes.
This focus on continuous improvement helps your shelf-stable tuna innovations reach their full potential. In a heavily commoditised category, Tetra Recart packaging solutions give you a platform to stand out, adapt and drive growth.
1. Global Shelf-stable Tuna Market Assessment Study, Tetra Pak, October 2025
2. Shelf Stable Tuna Market Assessment Study, Meticulous, 2025