The international marketing magazine for fresh produce buyers in Europe
Tom Joyce

BY TOM JOYCE

@tomfruitnet

Metis returns to shelves in UK

Stonefruit brand Metis is set to build on last yearís successful UK launch, with new designs and variety names highlighting the rangeís distinctive varieties

Metis returns to shelves in UK

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Following its successful launch in the UK last year, stonefruit brand Metis, developed by Glen Bradford of BQ Genetics in California and marketed through a collaboration between brand owners Star Fruits in France and Rusticas Del Guadalquivir in Spain, is set to return to UK shelves with a brand-new design.

Brand marketing specialist Coregeo has reportedly worked closely with the brand owners to exclusively bring this fruit back to the UK market.

Metis is a unique plum-apricot blend, the product of natural cross-pollination by bees, using selected apricot pollen and plum blooms in the first stage. The resulting varieties are then expertly crossed with plum trees to produce Metis, a firmer, more flavoursome stonefruit, which is as juicy as a plum but easier to consume.

There are four varieties in the Metis range, each with individual characteristics highlighted through new designs and names.

The Oxy Solar is high in antioxidants and has a dark black skin and blood-red flesh, a crunchy bite and a juicy taste. Sunset Sky ripens in late August and has a red skin, yellow flesh and a soft, juicy bite. Safari Star has speckled skin and sweet pink flesh with a crunchy bite. Finally, Dark Moon has a deep purple speckled skin and yellow flesh, with a distinctive taste and strong aroma.

“This mouth-watering fruit was a big hit last summer with UK consumers and we are excited to be bringing it back to shelf for a second year running,” said Lynn Shaw, marketing manager at Coregeo. “Not only does it offer a consistently great eating experience, but it’s easier to eat and a lot more durable than traditional plums, meaning it’s great for lunch boxes and on-the-go snacking. With four to choose from, there’s sure to be a Metis everyone will love.

"We know consumers are always on the lookout for exciting new fruit, and we’re confident Metis will catch their eye and deliver on flavour to secure repeat purchases.”

Metis is currently available in 24 countries. The production volume stands at around 4,500 tonnes, but is expected to rise to 12,000 tonnes in 2022.

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