Sainsbury's has re-launched its exotic fruit offer to feature premium booklet labels on 10 different lines including pre-packed and individual fruits.
They were unveiled in stores this month and appear on lines such as papaya, mango, lychees and sharonfruit. Leading Edge has also designed a generic label for smaller volume and seasonal lines such as rambutan.
'Following extensive customer research we have found that the main barrier to purchase is that people simply do not know or understand what certain fruits should be used for,' said Craig Sibbit Sainsbury's exotic buyer. 'These educational recipe booklets will hopefully help customers lose their fear of these products.' The labels contain information on the origins of the fruit, extensive recipe and serving suggestions, and most importantly, storage and preparation instructions.
Leading Edge and Sainsbury's worked closely together to ensure brand values, a coherent message and customer expectations were met.
'We have listened to our customers needs and feel that the labels produced by Leading Edge are an ideal way to educate and inspire our customers without adding cost,' said Sibbit. Leading Edge believes that this strategy is the way forward.
'We have managed the whole process: photography, artwork, design, reproduction and printing,' said Leading Edge md Ian Barwick. 'It really is a total solution. If retailers are trying to sell value-added products they have got to educate consumers and this is a format that works very positively with consumers.'
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