The prepared pomegranate seed category has gained a new entry with the launch of Poppin' Poms pomegranate seeds at Costco. Developed by fresh-cut fruit supplier PrepWorld, this marks the brand's first national retail listing in the UK.
Prepared pomegranate seeds have shown steady growth in recent years. According to Circana data (L52Wks), category value sales are up 52% and unit sales are up 42% compared with two years ago. Kantar data indicates household penetration has reached 10.5%, a 25% increase year-on-year, with shoppers moving to larger pack sizes to meet higher demand.
© PrepWorld
The new product is offered in a 454g branded pack, available exclusively through Costco. The seeds are sourced from over 20 growers in nine countries, enabling year-round supply, and are prepared and packed in the UK.
PrepWorld has supported the launch with a marketing campaign designed to raise awareness through recipe content, nutrition information, and collaborations with public figures. The campaign has been shortlisted for the Marketing Campaign of the Year category at the upcoming FPC Fresh Awards.
Ben Olins, CEO of PrepWorld, said: "As market leaders in fresh-cut fruit and specialists in prepared pomegranate, we've built trusted, long-term partnerships with growers around the world. That foundation enables us to deliver consistent quality and availability year-round."
© PrepWorld
Andrew Crawford, Insight & Marketing Controller at PrepWorld, added:
"The early success of our marketing campaign reflects our understanding of fresh produce trends and shopper behaviour. It helped us identify a clear opportunity to introduce a brand into the prepared pomegranate space."
The Costco launch forms part of wider development plans by PrepWorld to expand visibility within the prepared fruit category.
For more information:
PrepWorld
Email: [email protected]
www.poppinpoms.com
