Company moves into convenience and broadens product portfolio with addition of pineapple and mangoes
Bollo Natural Fruit set out the next steps in its ambitious growth strategy at this weeks’ Fruit Attraction in Madrid.
CEO Antonio Alarcón said the company is seeking to tap into to the trends currently driving fruit consumption, particularly the growing demand for fresh-cut formats and tropical fruits like pineapple and mango.
Following the acquisition of Granada-based fresh-cut specialist Cortijo Cuevas in March, Bollo now offers pre-prepared melon, watermelon, orange, pomegranate, mango, and pumpkin, which are marketed under its Bollo and Bruñó brands.
Bollo also announced the expansion of its fruit portfolio with the addition of two new products: pineapple and mango. The move reflects the growing popularity of these and other tropical fruits in amongst consumers.
The trade fair in Madrid also offered Bollo the opportunity to present its refreshed brand image, which incorporates a simplified and updated version of the company’s iconic coin logo across its entire portfolio.
During his presentation, Alarcón shared the results of a series of focus groups the company conducted with consumers and fruit vendors on new consumption trends. These showed an increasingly direct association between fruit consumption and healthy lifestyles; growing demand for tropical fruit; and a preference for traditional fruit shops amongst regular fruit consumers thanks to the personalised and professional service they offered.
“Appearance, price, and recommendation are the criteria that determine the choice of one fruit over another: The appearance and texture of the fruit remain the main factors that determine whether a customer chooses one fruit over another. Price is also crucial when deciding, and the recommendation of the professional or fruit seller also significantly influences the choice,” Alarcón said.
The focus groups also showed that brands play a fundamental role in the purchase and consumption of fruit, as they are associated with higher quality, careful selection, and a higher price. This helps the fruit seller sell to their target audience, who tend to look for a specific brand.
Fresh-cut, meanwhile, is an increasingly attractive option, especially among younger segments of the population. Other new ways of consuming fruit are also emerging, including adding it to smoothies, salads, and other recipes, or blending it with yogurt or oatmeal.
