“Sugar snaps are not widely known by consumers. By focusing on snacking, health and the combination with hummus, we want to generate a boost in consumption,” says Koen Maes, Business Development Manager for Special Fruit. During the Fruit Logistica, the company introduced a snack cup with the combination of sugar snap peas and hummus.
On shelves in March
Koen continues: “There are definitely plenty of opportunities, and we, and our customers, are ready for that. Furthermore, all the sugar snap peas sourced by us are socially audited. An innovative concept, combined with a sustainable touch, how could we say no to that?”
The concept will be officially launched under the Best Choice snack label in March. “We brainstormed with companies and contacts for a long time, and that resulted in this unique combination. We are now naturally in a different category and consumption moment, so it will be an exciting introduction. We are looking forward to positive responses from the market and from consumers.” Special Fruit is focusing on a consumer price of 2.99 euro.
Introduction
There was already a lot of interest for the new concept during the Fruit Logistica. “It is not yet being sold in supermarkets, and we therefore presented it as a new and unique concept. Interest was definitely awakened. Besides, we previously presented this combination as a taster at fairs already, to customers and colleagues. After all, in the end we are all consumers. The positive and innovative feedback ensured the launch of the concept.” Sales of sugar snap peas increase annually. “Especially Scandinavian countries are interested, and the Benelux and France are also showing an increasing interest. The thick, green legumes have an enormous potential in the snack segment. With this new concept, I think we can attract many ‘new’ consumers who can be introduced to sugar snap peas in this manner.”
Special Fruit is planning more novelties for the future. “We are trying to focus on several innovations per period. If other possibilities are thought of, we will definitely look at the potential. In our berry category we have an immense amount of options, and we have not yet reached the ceiling as regards consumption either.”
For more information:
Koen Maes
Special Fruit
Europastraat 36
2321 Meer - Belgium
Tel: +32-(0)3 3301792
Fax: +32-(0)3 3150843
www.specialfruit.be