For fresh produce marketing in Australia and New Zealand
Matthew Jones

BY MATTHEW JONES

@matt_fruitnet

Samson’s launches Citrus Twist

Lime twin pack set to fill market gap just in time for festive season

Samson’s launches Citrus Twist

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Sydney-based Samson’s Fruit & Vegetable Supply has partnered with leading bottle shop chain BWS to bring innovation to the world of liquor. The deal will see twin packs of fresh Australian-grown limes sold through BWS stores.

Marketed under the Citrus Twist brand, the pre-packs have been available in BWS stores throughout New South Wales since late November, with Samson’s planning to roll out the offering nationwide in 2020.

Samson's head of marketing and communications, Kathryn Powell, said Citrus Twist meets a growing consumer demand for convenience.

“We noticed a huge gap within the market for the liquor industry and the issue of not being able to buy citrus fruit from any liquor distributors,” Powell explained. “This is turn forces the customer to make two stops when shopping for all the ingredients they need to make their favourite cocktail or enjoy a beer. That is when Citrus Twist comes in!”

The premium limes have been sourced through Samson’s extensive citrus supplier network in Queensland and Victoria. Samson's has found the innovative product is adding value throughout the supply chain.

“When we initiated our testing phase, we realised the particular Citrus Twist lime needed to fit comfortably in a Corona bottle and that size wasn’t too popular in the (wholesale) markets when targeted to fresh independents and supermarket chains,” Powell said. “Therefore, this solution is proving to be a big win amongst our valued lime growers as they are able to reduce wastage and ensure their entire crop is enjoyed by all customers.”

Samson’s plans to extend the Citrus Twist range to also include lemons, blood oranges and botanicals in 2020.

The Citrus Twist concept was designed in association with Melbourne-based consultancy NaviCo Global.

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