Rijk Zwaan Mellissimo melon launched

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Alex Lawson

BY ALEX LAWSON

Rijk Zwaan Mellissimo melon launched

Consumer research aids decision to introduce Piel de Sapo variety onto the UK market, Freshinfo reports

Rijk Zwaan Mellissimo melon launched

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Seed breeder Rijk Zwaan has introduced a new series of Piel de Sapo melon varieties called Mellissimo after identifying a gap in the UK melon market.

Research for the company’s marketing concept Sensational Flavours shows only 21 per cent of UK consumers recognised Piel de Sapo melons, however the type was the favourite melon sampled, with 55 per cent of respondents preferring it to others.

Ricura RZ – an oval-shaped olive-green melon – is the first variety within the Mellissimo range.

"The difficulty is that a lot of consumers don’t recognise Piel de Sapo melons," said Vincent van Wolferen, melon manager at Rijk Zwaan. "Yellow Honeydew and Galia are much more part of our tradition. We have been running tests with retailers and flavour research centres in the UK, the Netherlands and Germany to learn about consumer thoughts on Piel de Sapo and find ways to boost consumption."

 

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