California-based table grape grower-distributor Pandol Bros. has announced in a press release the nationwide launch of its new rinse-and-serve packaging for table grapes after successfully completing a controlled in-market test in June.
The new Quick Rinse Cube package, which comes in a 2lb fixed weight size, is now available across the US.
The patent-pending package is a clear plastic container which is designed to be held directly under a kitchen tap and allows for thoroughrinsing of table grapes.
Pandol said it has worked in close partnership with two prominent regional retail chains in order to test a full range of requirements including product positioning, merchandising, in-store communications and package handling.
“The retailers provided critical feedback regarding all aspects of a go-to-market strategy and even helped define best practices regarding point-of-sale (POS) tactics,” the company said in a statement.
“Because this package represents a significant advancement, we knew it would require rigorous testing,” added Tristan Kieva, Director of Marketing and Business Development.
“The insight we gained proved invaluable and, as a result, we made several improvements to our package design and go-to-market strategy.”
By featuring a step-by-step instructions and “wash & go” graphics communicating the rinse and serve feature, Pandol said the product benefits are simple for consumers to understand.
“Our in-store testing showed us how our package graphics and POS materials can work together to draw consumer attention to the new product and its overall concept,” noted Ms Kieva.
“We learned that consumers are intrigued with the design but need to recognise how it works since it’s not just a typical clamshell.”
Pandol said the unique, clear cube design also visibly conveys freshness and quality by creating a “beautiful product showcase” that allows the fruit to be easily viewed from all sides.
This visibility is particularly important, according to the company, because category research has shown that more than half of grape consumers do not usually decide to buy the fruit until after walking into the store.
