The dispenser is Sekoya’s latest move to develop the snacking category for its blueberry varieties
Sekoya has launched a new blueberry dispensing machine in its latest bid to add value to the snacking market and fuel the growth of the blueberry category.
The Livie Blueberry Dispenser is a simple cooled unit which contains 3kg of fruit. According to Sekoya, it is easy to clean and fill without direct contact with the fruit due to a patented filling ‘Eco Box’.
There is an option to add a refrigerator unit in form of a pedestal below the dispenser which can contain 12kg of fruit for easy refill in the store. These volumes are based on average sales per store to minimise refill hassle, Sekoya said.
The dispenser was initially developed as an answer to the new Packaging and Packaging Waste Regulation (PPWR), which bans several types of single-use plastic packaging from 2030, including disposable packaging for fresh, unprocessed fruit and vegetable packs of less than 1.5kg.
“We already see a lot of new opportunities popping up with this device,” said Hans Liekens, Sekoya’s value chain & retail manager. “The dispenser only functions with Livie blueberries [Sekoya’s trademarked consumer brand]. Size and firmness are crucial, not to end up with Marmalade, while consistent fruit quality and availability will drive sales. Our Livie Dispenser creates a significant step forward in blueberry availability, wherever you go.
“The unique option this device gives is the freedom for a supermarket or foodservice player to choose a consumer pack that fits their needs: you can have three size options (small/medium/large cups), and each organisation can choose a packaging material that aligns with their sustainability strategy: reusable, compostable, or recyclable.”
The dispenser was officially launched at Sekoya’s Field & Forum, which took place in Meterik, Netherlands on 16 July. The event was attended by leading European supermarkets, members of the Sekoya B2B Network, and press.
Over 80 guests had the opportunity to sample blueberry varieties from the Sekoya and Fall Creek Collection programmes as well as other varieties and try the new Livie Dispenser.
“Blueberries should leave the commodity scenario now and focus on the shoppers and their needs. This will lead to consumption growth through differentiation in assortment,” Liekens said.
Sekoya has been active in developing the snacking category for its blueberry varieties since 2020 by offering big, crunchy, and tasty blueberries with a long shelf life, 52-weeks per year.
