Giumarra Twilight_Edition_2.5_lb_box

Giumarra has launched three new premium nectarine offerings under its DulceVida brand umbrella.

Midnight Edition is a yellow-fleshed nectarine with a dark speckled skin; Twilight Edition is a white-fleshed variety with a frosted fuchsia exterior; and Sunrise Edition has yellow flesh and a rose red to deep berry skin.

Midnight Edition and Twilight Edition are available from mid-June to August while Sunrise comes on stream in mid-July and also ends in August.

Giumarra’s DulceVida brand, established in 2015, covers a range of proprietary stonefruit varieties originally bred in France with high flavour, aroma, and Brix levels.

“Our aim with the new DulceVida programme is to generate consumer excitement in the nectarine category by offering enticing packaging and branding that mirrors the exceptional eating quality of these varieties,” said Jeannine Martin, sales director for Giumarra Reedley.

“Consumers will seek flavourful, unique items in the produce department this summer, as grocery stores continue to be the key food destination for people in many areas of the US.”

Giumarra will offer the new brands in both high-graphic corrugated consumer boxes and plastic handled bags. The boxes are available in 2.5-lb. and 4-lb. options; the bags are available in a 2-lb. option.

“The packaging for our new nectarine ‘editions’ captures the progression of a starry night from dusk to dawn, which correlates with the beautiful internal dense flesh and external skin coloration of the different DulceVida varieties, as each is unique but all are highly sweet and lush,” said Kellee Harris, western region business director for Giumarra.

“We feel these new consumer packs and bags will speak to a shopper looking for a delightful addition to summer salads, desserts, and drinks.”

Harris added that Giumarra will offer customisable in-store and digital merchandising materials, including recipes developed to inspire consumers with fresh new ideas to enjoy an extraordinary treat at any time of day or night.