Fruitnet’s Chris White talks to Xavier Roussel, chief marketing and sustainability officer at the world’s largest fruit company Dole, about the launch of Colada Royale, a new premium pineapple designed to offer consumers something altogether more special.
Developed over the past 15 years, this non-GMO fruit offers what the group describes as an enhanced flavour experience, in the same way that its Tropical Gold and Golden Selection pineapples do. And that’s a marketing strategy very much geared towards exciting consumers more – especially newer, younger ones, who Roussel says respond really well to premium, special products with distinct added value.
As he explains, reaching younger consumers requires meeting them where they shop and engage. So Dole is making this new pineapple available across multiple channels, including online retail, while using social media as a powerful tool to educate, promote, and engage.
