Seed breeder Rijk Zwaan has introduced a new series of Piel de Sapo melon varieties called Mellissimo after identifying a gap in the UK melon market.
Research for the company’s marketing concept Sensational Flavours shows only 21 per cent of UK consumers recognised Piel de Sapo melons, however the type was the favourite melon sampled, with 55 per cent of respondents preferring it to others.
Ricura RZ– an oval-shaped olive-green melon – is the first variety within the Mellissimo range.
'The difficulty is that a lot of consumers don’t recognise Piel de Sapo melons,' said Vincent van Wolferen, melon managerat Rijk Zwaan. 'Yellow Honeydew and Galia are much more part of our tradition. We have been running tests with retailers and flavour research centres in the UK, the Netherlands and Germany to learn about consumer thoughts on Piel de Sapo and find ways to boost consumption.'
