Besana's new branded range goes online

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Mike Knowles

BY MIKE KNOWLES

@mikefruitnet

Besana's new branded range goes online

The dried fruit and nut company is selling its products via AmazonFresh under its own newly designed label

Besana's new branded range goes online

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One of Europe’s leading dried fruit and nut suppliers says a freshly designed brand concept will help it to reinforce its reputation as a supplier of high-quality and healthy snacking products, especially among an increasing number of consumers making purchasing such products online.

As reported earlier this week by the Fresh Produce Journal, Italian firm Besana has launched its own brand identity for the first time in its almost 100-year existence – a highly significant move given it has operated in the past primarily as a private label supplier.

What’s more, having established strong links with leading retailers in Europe and the Far East over the past few decades, the group is now using its new brand identity to launch a range under its own name on Amazon Fresh in the UK.

"Selling through AmazonFresh will give our new brand extensive product visibility, to do this as AmazonFresh is stating its intention to rapidly develop its online grocery selection is a truly exciting opportunity," comments Simon Melik, sales and marketing director of Besana Group.

"We have created the new Besana branded range to establish an attractive 'go to' snacking option synonymous with high quality, freshness and taste,” Melik explains.

"We take great pride in now launching the all-new Besana brand in the UK and are sure that AmazonFresh customers will appreciate the fantastic taste and quality of our products.”

Family history

Besana was founded in 1921 by Emilio and Vincenzo Besana, who had apparently identified an opportunity to process and market hazelnuts and walnuts growing abundantly to the south of Naples.

Subsequent generations have carefully guided the company to its current position as an exporter and leader in the supply of both snacking and ingredient nuts, seeds, dried fruit and more recently, chocolate products.

According to Melik, Besana's reputation has been built on provenance, service, quality and freshness – features the group was keen to accentuate in developing its new range.

"We source directly from growers and processors at origin, many of whom have been suppliers to Besana for over 50 years and are, like ourselves, still family owned and run," Melik adds.

Besana, which also has an organic range available, is already developing new products to incorporate mixes with chocolate inclusions, natural flavours and spices.

In addition, it aims to provide targeted offers for special occasions such as Valentine's Day, Ramadan and Chinese New Year. According to Melik, it also has big plans to launch some specific home-baking lines in the near future.

Besana’s new brand identity and packaging was developed in partnership with UK-based agency Pink Sky Design.

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