Belgian cooperative BelOrta has announced its latest innovation in the tomato category with the launch of ZeroTom, a pack of BelRosso cherry tomatoes that, unlike others, is designed to be stored in the refrigerator.
“The ZeroTom contains a cherry tomato that tastes even more intense when it comes out of the refrigerator,” said Sofie Lambrecht, manager of BelOrta’s marketing division.
The tomatoes are harvested fresh every day and sold with the crown still attached, said Lambrecht. “The variety is characterised by a unique taste sensation and is even better when chilled,” she added. “After all, the cold temperature enhances the tasty bite and perfect taste balance.”
A message on the front of the packaging advises consumers to 'eat them crunchy cold'. As for the packaging itself, Lambrecht says that using bags as opposed to shakers saves on plastic and uses up less space in the rubbish bin. In addition, their convenient shape means they can be stored easily in the refigerator, while more can also be fitted on a pallet stacker.
Last week saw ZeroTom's domestic launch, according to Lambrecht, while the strategy for introducing the product to export markets is still being finalised.
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