The season has begun for Metis® fruits, the result of a natural crossing between plums and apricots. The first Spanish fruits have been available since the first week of June. The offer will then be supplemented by the Italian production in July, and French fruit from early August, and is expected to last until November.
“Following a harvest impacted by climate challenges in 2018, the 2019 season promises to be juicy!”, says Camille Herouard, Product Manager of Metis. “Favourable weather conditions have allowed abundant flowering, sign of a good upcoming yield. This year, volumes are expected to reach 8 000 tons, compared with barely 4000 last year”.
The objective of Metis is to reach 12.000 tones in 2022. The growing area amounts 405 hectares in Spain, Italy and France. Soon off-season production will be extended in collaboration with South Africa.
According to their breeders, these new fruits are firm and juicy and the perfect balance between sweetness and sourness. Today, Metis® presents 4 universes within its range, each with unique characteristics and personalities, grouped according to the colour of their skin and flesh, and a fifth segment should see the light very soon:
• Safari Star: “the adventurer”, with its speckled skin and delicate pink flesh.
• Oxy Solar: the beauty”. It has dark purple on the outside and deep purple on the inside.
• Dark Moon: “the rebel”. Its skin has an even more intense violet that reveals tender orange flesh.
• Sunset Sky: “the passionate”, with its red envelope and bright yellow flesh.
“In the face of a rich and diverse offer, these 4 identities not only make it possible to embody each of the segments so as to establish and convey brand values, but also to simplify the offer by allowing the immediate identification of the different universes of this New World of Fruits. This content strategy is a unique opportunity to infuse Metis® fruit with the personality that best suits their organoleptic properties, thanks to the storytelling approach used in the launch campaign. A true invitation to explore flavour diversity, sharing and combinations!,” points out the Product Manager.
“Metis® is a brand that remains to be discovered by consumers. Nothing has yet been done, which means everything is possible. Thanks to an offbeat and tangy tone, we are going to create a buzz, and seduce an ever growing audience. With a 100 % « first time » campaign, we will encourage consumers to experiment and mix flavours and colours, to revel in a world of fun and shared pleasure”, adds Camille Herouard.
This year, the launch campaign is based on the implementation of a dedicated editorial line on social networks, notably on Facebook and Instagram. The "first time" concept is also supported by a consumer game which will help boost the fruit section and create store interest. Finally, a new line of packaging will draw attention in stores, and establish the identity of the brand among the general public and industry professionals.