GEM®, the gourmet avocado is back in Tesco

GEM®, the gourmet avocado is back exclusively in Tesco.  Our fruit from South Africa and Peru will be available on UK shelves in September, seeing the earliest ever start to the new season for GEM.

Our branded avocado has gone from strength to strength since its launch in the UK in September 2019.  GEM avocados are grown in many countries, where the fruit is left on the tree for longer before being picked, giving GEM a rich, nutty and slightly sweeter flavour, partnered with a smoother, creamier texture than regular avocados.

The avocado category in the UK continues to grow, with younger people being the drivers within the category. Health and enjoyment are key purchasing reasons across our shopper base and with the cost of living crisis upon us, the new marketing campaign from GEM seeks to reassure shoppers that consistent quality and excellent value for money is a key reason to return and purchase this fruit again and again.

This season, with continued pressures on shoppers, Coregeo will facilitate, along with a full marketing campaign, the brand’s first ‘Money Back Guarantee’ on the GEM ripe and ready to eat promise. Coregeo has been working in partnership with Westfalia Fruit since GEM launched in the UK.

Speaking about the ongoing success of the brand, General Manager of Westfalia Fruit UK, Graham Isaac was hugely positive about the future of the brand – “We have seen excellent growth in GEM since we launched it exclusively in to Tesco. Our campaign targeting the health and well-being benefits of the fruit, backed up by high quality for customers to enjoy consistently have proven the right messages are getting through.

For more information:
Kyla Flynn
Tel: +44 07515947701 

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