You are always in a hurry, you don't want to waste any time, you don't want to wait in a long line to pay, you don't want to be asked if you have the club card or coupons, you like to try new experiences, share experiences, etc. These are just some of the trends among the new generation of consumers, for which companies and services like Amazon Prime, Amazon dash button, Amazon Go, Carrefour or Hello Fresh are creating new models that meet the increasingly demanding requirements of new consumer groups.
The fruit and vegetable market is changing to adapt to different uses and experiences, more authentic and closer to our preferences and current lifestyles; taste, fun, attractiveness and convenient presentations, new spaces for organic, vegan or flexitarians, or Food to go.
In this context, the seed house Enza Zaden is not only working on the improvement and development of new varieties and brands, but is also committed to researching and learning about the new formats and forms of marketing that add value to the entire commercial chain, including the final consumer.
And in these new spaces comes the alliance between start-ups like Food in the box and Tribelli mini, Enza Zaden's brand, which includes authentic mini conical peppers with sweet tastes and colourful appearances (red, orange and yellow).
Tribelli (www.tribelli.com) is currently marketed in supermarkets across Europe and is available in multiple formats at the fruit and veg sections all year round. Together with Food in the box, consumers can now get their Tribelli mini along with the rest of the necessary ingredients and the recipes with which to become a true chef and be able to surprise their guests.
Food in the box, with its cooking at home recipe model "Cook, Enjoy and Share", gives us the opportunity to enjoy and experiment with a wide range of products delivered within 24 hours. And now, thanks to this collaboration, the consumer has access to a greater number of recipes that include these delicious and healthy Tribelli minis. (www.foodinthebox.com)
Besides being made available online, supermarkets such as Carrefour are committed to offering these new formats in their stores. Some Carrefour supermarkets in Madrid, for example, have already made these new gastronomic experiences available for the consumer, and they hope to be able to expand this to the rest of stores across Spain in the coming months. This is further proof of the food giant's bet to adapt to new formats and consumption habits.
These are just a few examples of new business models that are changing our lives. We see how new initiatives and brands are capitalising on new and different ways of consuming and enjoying the purchases made. The goal is to create satisfying experiences for the consumer, make them indispensable, and continue to develop new concepts that add value to our daily routines.