"Try before you buy" up's sales of berries"

When given the opportunity to taste a product first, it’s interesting to see how open consumers are to trying something new. Blackberries may be relatively unknown members of the berry family, but once shoppers have tasted them, they’ll be willing to part with the pennies.

A weekend promotion from Driscoll's saw 30 French supermarkets hold blackberry taste trials in parallel with a mix and match package deal (3 punnets for €5). Consumers could choose between raspberries, blueberries, and blackberries, and although the berry taste tests seemed to lower the barrier to buy across the entire category, the blackberries were particularly popular with French consumers.

Depending on the berry, that weekend delivered upwards of ten times the normal sales. When compared to an average sales week, the blackberry saw a 17 fold uplift — almost matching the better-known blueberry.

Driscoll’s blackberries are characterized by a big and plump shape and are full of sweet juice. The taste can be described as an earthy wine-like taste, with a full sweet flavour. Every year Driscoll's cross thousands of plants in search of the finest flavour, appearance and shelf life.

In collaboration with growers in Mexico, Morocco, Portugal, Belgium and The Netherlands, Driscoll’s can now deliver an all year blackberry programme.

A very interesting variety is Driscoll’s™ Victoria®. Which has a big berry, lots of juice and is sweet.

For more information:
Sabrina Maas
Driscoll's
Tel: +31 (0)85 0217 458
smaas@driscolls.eu