Fresh produce multinational Chiquita is planning a series of in-store activities in Italy to promote its Frullati '10 e lode' ('A+ Smoothies') range, which was launched at the start of the year.
The company will be holding a series of tasting sessions at the point of sale in a number of outlets across the country this month, with posters, hanging signs and other promotional materials highlighting the new products, which represent Chiquita's first entry into the Italian fresh-cut convenience market.
Shoppers purchasing a Chiquita smoothie will also take home an information pack attached to the bottle.
'It's essential that we make the launch of Frullati 10 e lode a lively experience at the point of sale,' said Maurizio Pisani, director of marketing at Chiquita Italia. 'In the hypermarket and supermarket aisles, consumers can get to know and try our products and get involved in the lifestyle that they represent.'
The smoothies are available from a number of leading supermarket chains. Flavours include strawberry and banana, pineapple and banana, coconut and mango, and raspberry and pomegranate.
Ahead of this month's in-store promotional activities, a colourful marketing campaign across the printed press, television, internet and billboards invited consumers to visit their local store in order to try out the smoothies' taste and freshness.
