Interview with Giampietro Perico
Fresh cut fruit on counter displays: Impulsive buying increases consumption
You will find yellow apple slices which are "lovely and fragrant", green ones which are "juicy and refreshing", red ones which are "sweet and delicate", and finally the mix which is crunchy. "We'd like to have more room on the displays; moreover, in this way we can follow consumption trends because single varieties of fresh cut fruit are back in vogue. We've worked more on flavours and matches by differentiating the offer", Giampietro Perico, business unit manager at di Leni's (in the photo above) explains.
A new format extends the range of ready-to-eat apples by Leni's. It is Mini Leni's, apple cubes from Trentino-Alto Adige, which are fresh and ready-to-eat. They are suitable both as snack and as ingredient for salads or more elaborate recipes. Available in a 200g packaging, the bags contain already-washed, ready-to-eat apples with no added sugar.
Mini Leni's.
Over the last few months Leni's has had its apple slices displayed near the counters (see FreshPlaza 10th February 2016). This has been a small revolution in the location of this type of products in sales areas. "Counter display stands are useful for the differentiation of the range and they offer us more room on the shelves, Perico confirms. Now we'd like to launch ready-to-eat apples on the market for Millennials. It is true that 90% of the fruit and vegetable shopping is planned and the only impulse buying is made near the counters, but it is right there where you are encouraged to buy something you have never tried before. As a result, purchases increase: I believe it. By the way, dried fruit has become successful when it has been pushed in their faces and the right place to do it is near the counters. We are breaking down barriers with supermarkets because we innovate. But if we don't show that to the customers, what do we innovate for?".
For more information:
www.lenis.coop
www.vog-products.it
www.facebook.com/lenis.coop