Belgian importer Special Fruit launched its new BerryFresh logo and label at last week's Fruit Logistica fair in Berlin.
According to marketing and communications coordinator Sarah Hellemans, the time had come to freshen up the company's berries brand.
'We wanted to do something fresh and fun with it, while still retaining the aspect of both nature and freshness,' she said. 'We decided to include the image of a hand picking fruit, because our berries are hand-picked and are also perfect as an on-the-go snack.'
This idea of snacking is also evident in some of the company's new packaging, not least a new kind of shaker for its blueberries. 'We think it's most convenient for blueberries, but we might try it out with other berries as well,' said Hellemans.
The company has also launched new packaging with resealable topseal. 'This keeps the berries fresh for much longer,' she said. 'For this reason topseal is becoming much more popular.'
Special Fruit also boasts a new website packed full of information to assist consumers.
'Innovation is very important at the company,' said Hellemans. 'We can't stand still. We rethought the concept of our website. A lot of customers come to our site for information, so the more we can offer the better. We inform visitors about the different types of packaging we offer, how to open up a pomegranate, the temperature you should keep different produce refrigerated, recipe suggestions, and general information about our products and their health properties.'
The company, which celebrates its 25th anniversary this year, is also working with Fresh Forward, famous for the Elsanta strawberry, to develop a new early premium variety of strawberry.
