Trial with Woolworths will see Blush Mini honeydew melons stocked in Victorian stores
Costa Group has launched new mini honeydew melons in a new trial with Woolworths. The glasshouse-grown fruit will be stocked in 50 top-tier stores across Victoria as part of the grower-marketer’s efforts to change the way Australians buy and enjoy melons.
The main aim of the trial is to test consumer acceptance at scale. Key insights will be gathered around repurchase intent, actual repeat purchase behaviour, and price sensitivity, alongside broader customer feedback.
“The Blush Mini honeydew melons were selected and grown for modern consumption habits focused on health, taste and ease of eating. Compact, convenient and naturally sweet, the mini honeydew aims to answer a growing consumer demand for smaller formats with less waste,” said Costa in a release.
“Palm-sized and portable, the mini honeydew is easy to store, transport and enjoy. Its thin skin and low seed cavity mean more edible fruit and less waste, while vine-ripened sweetness delivers consistent flavour every time.”
This is Costa’s first commercial crop of Blush Mini honeydew melons following four successful trial rounds at Costa’s Guyra Innovation Centre.
“This represents the first commercial crop grown in the main glasshouse—tested under real retail conditions for the first time,” said Costa.
“If successful, this small melon could reshape how Australians shop for honeydew. A proud milestone for Costa’s growing, innovation and retail teams driving the future of consumer-led fresh produce.”
