Although blueberries are already perceived as a 'super fruit' because of their nutritional properties and health benefits, there are still many people who are unaware of them and have not included them in their diet. Promoting this fruit as the perfect snack for any time of the day could help attract many more consumers.
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Fruitist, known until recently as Agrovision, aims to turn snacking into a well-thought-out concept, with a strong investment in brand and packaging design, as well as a distribution strategy not only in retail, but also in cinemas, gas stations, airports, bus and train stations, hospitals, etc.
"We are confident that we can reach many more consumers if we manage to market blueberries as a delicious and healthy snack, thus creating new consumption opportunities," says Lydia Castellanos, Commercial Director of Fruitist Europe.
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"When we go to the cinema, buying snacks to have something to eat during the movie is part of the experience and never, or hardly ever, are healthy products considered," says Pascal Orphal, Business Development Director at Fruitist. "As a parent, I see blueberries as an ideal snack for the little ones, as they are not just healthy, but also cleaner compared to biscuits, chocolate, or crisps, especially when we are in the car," she says.
"Giving the product the sort of eye-catching packaging associated with snacking is an important part, and we have already achieved this," says Pascal. "Now we are working on communication in the media and social networks, but above all, on placing the product at strategic points. We are working to ensure that this concept isn't placed on the shelves of the fruit and vegetable section, but in a separate fridge, with its own brand image, as well as in the checkout line, together with other impulse purchase products. This is something that we are already starting to see at Carrefour in Spain and which we hope will be implemented by more European chains from 2026 onwards," she says.
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Fruitist on display at Carrefour stores in Madrid.
In addition to the retail, Fruitist is working to expand its distribution to airlines, cinemas, hospitals, gas stations, etc. "Although supermarkets purchase greater volumes and allow you to make higher profits, we see many business opportunities with the snacking concept in other contexts. We believe that by creating new habits, we'll achieve an increase in blueberry consumption in general," says Lydia Castellanos.
At the latest edition of Fruit Attraction, in Madrid, she presented the new brand image and new packaging. "We had 100% positive feedback. Everyone seems to understand our new concept for blueberries," says Lydia. "At the moment, the biggest potential for growth for this concept, apart from the United States, is in Europe."
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With products already sold in 28 countries, the brand is backed by an investment of over $600 million. The supply chain is fully under control and aims to facilitate the delivery of blueberries 52 weeks of the year. At the moment, Fruitist is marketing blueberries from Peru, and later will continue with those from Chile, Morocco, Egypt, and will close the campaign with Romania.
© FruitistFor more information:
Lydia Castellanos
Fruitist
[email protected]
Pascal Orphal
Tel.: +34 699 594 340
[email protected]
www.fruitist.com
