Mushroom sales benefit from category plan

The international marketing magazine for fresh produce buyers in Europe
Mike Knowles

BY MIKE KNOWLES

@mikefruitnet

Mushroom sales benefit from category plan

Italian company Sipo says new branded range of convenience mushroom packs has exceeded expectations

Mushroom sales benefit from category plan

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Italian marketer Sipo has reported strong consumer demand for a new line of convenience mushroom packs sold under the Sapori del mio Orto brand.

Three months since launching the new products, sales of certain products in the range – including sliced, stuffed and mixes for sautéeing – have reportedly gone “beyond expectations”.

By broadening and restyling its range, Sipo said it had been able to break into new European markets while also widening its customer base in Italy, where the new products have already become established lines in supermarkets belonging to Coop Alleanza, Coop Tirreno, Conad Romagna, Dimar Group in Piedmont and Cedi Marche’s Si con Te chain.

“We are continuing the commercial development plan and we are negotiating with various Italian and foreign distribution groups, in order to add the new line in the shops,” commented Elisa Monticelli, Sipo’s marketing manager. “We expect a further 20 per cent increase in sales volumes in 2018, thanks to the acquisition of new customers and markets.”

Distributed to retailers in 300g trays, the 12 different mushroom packs contain product that is sorted and cleaned, with stalks removed; some are also washed and ready to eat.

In stores, the packs are merchandised in refrigerated units close to other fresh-cut products, Monticelli explained, adding that the line has a number of key features designed to fit in with an overall category management plan.

These include distribution labels, the use of common packaging to distinguish the category, a fixed weight for all products, a single bronze-coloured tray to help the range stand out, and unique labels offering preparation and nutritional guidelines – the latter provided by expert Giancarla Monticelli.

To promote the range, Sipo plans to run a competition quiz from 29 January to 11 March, inviting shoppers to learn more about mushrooms. Prizes include a free supply of Sipo-branded vegetables delivered directly to homes.

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