Retailer secures world first as it partners exclusively with Bloom Fresh to launch grape brand in UK
The UK’s largest food retailer Tesco has become the first retailer in the world to sell Cotton Candy grapes year round, after it partnered with Bloom Fresh, part of AMFresh, to introduce the brand in the UK.
The launch, which is exclusive to Tesco, was welcomed by the retailer’s grape buyer Harry Holder in a post on LinkedIn.
“I am delighted to share that we have partnered with Bloom Fresh for the exclusive launch of their Cotton Candy brand in the UK,” he commented.
“The brand gives the ever-popular variety a renewed focus on having market-leading quality, in packaging formats fit for every occasion.”
Fiachra Moloney, global chief marketing officer at Bloom Fresh, said the potential for Cotton Candy to establish a strong following in the British market was considerable.
“Building momentum on a brand always takes more time than you would like, but when it starts to gain pace the rewards can be exponential,” he commented.
“This new brand is more than just an amazing shelf-popping artwork design. It comes with a promise of quality that we will work tirelessly every day to deliver.”
He added: “I am excited to see these new packaging formats bring the joy of Cotton Candy grapes to more consumers in more occasions.”
Cotton Candy grapes have been bred naturally to offer a very sweet, candy-like taste, with notes described as spun sugar, vanilla, and light caramel.
According to it developers, the variety maintains the crisp, juicy texture of a green seedless type, but with less tartness than typically found in certain grapes.
