Fru&tube, the new way to buy fruit

"The tube-shaped containers are a substantial improvement over other commercially available packaging formats, from classic bags to tubs and plastic cups. Besides being more visually appealing, consumers appreciate the convenience of the package, which can be opened and closed as many times as you like, as it has an opening system without adhesives, and is more comfortable to take away because of its cylindrical shape, which allows you to place the product vertically or horizontally. Moreover, it is possible to wash the fruit without getting it out of the package."

The Madrid-based company is already working with Spanish supermarkets. "Our customers tell us that the product is selling well. We recently started the first tests in English supermarkets, where the consumer reaction has also been overwhelmingly positive," explains the young entrepreneur Carlos Méndez, who started the project.

"Fru&tube is designed to become a healthy snack, an alternative impulse purchase to baked products and chocolates," points out Carlos Méndez. "For this reason, we believe that the best sales channel for these products may be service stations or vending machines in health centres, gyms, universities, etc. There is a growing awareness among consumers about health issues and I think Spain needs products like Fru&tube to help set new consumer trends."

Although the tube has higher production cost than other small plastic containers, Carlos Méndez affirms that "this is not a factor influencing the purchase decision." However, he acknowledges that "it makes the negotiation process with supermarkets a little tougher."

On the other hand, large trading companies have shown great interest in this container for their fruits and vegetables. Recently, we have added cherry tomatoes and radishes to our range. The latter had actually never been packaged in any container other than plastic bags. We are also starting to work with some blueberry marketers.