Seed company believes the consumer-driven innovation has the potential to double the market value of the category
Enza Zaden has opened a brand-new segment within the pepper category with the launch of a completely seedless Tribelli mini sweet conical pepper.
The seed company said the launch marks a turning point in the sale of its seedless peppers and has the potential to double the market value of the category.
“When we introduced Tribelli in 2012 it soon set the benchmark for snacking peppers. Consumers loved them but we discovered we could improve the product and wanted to innovate,” said Carmen Ampt, sales representative, produce chain at Enza Zaden. “We’ve already seen it in categories like grapes or watermelons. Now it’s the time for peppers, and we’re ready for it”.
With recent studies pointing at convenience and healthy snacking as key category drivers, Enza Zaden said it is confident about the product’s promising future. In a quantitative blind product test research, it said most consumers preferred Tribelli Seedless over other peppers.
Jessica Zomerdijk, Enza Zaden’s marketing manager for Europe, commented: “Market data showed us that we were spot on with the trends. However, what really matters to us is the opinion of those who sample the product. That’s why we ran focus groups in a few countries and the results we got have been very encouraging. They totally confirm that we’re on the right path”.
The seed company believes that Tribelli Seedless can add value to all partners across the whole chain, from seed to shelf.
“While consumers love the taste and convenience, professionals appreciate the opportunity to drive sales in stores. With this innovative concept we can reach new consumers, increase their purchase frequency and capture the value from this innovation”, Ampt said.
Tribelli Seedless are available all year round and can be found at leading retailers across Europe.
