Fresh produce brand manager Coregeo is rolling out new stand-up and easy-to-carry Tenderstem ‘pouches’ across UK retailers.
Beginning with cash and carry chain Costco, the new packaging also features revamped graphics and branding, which will combine with the new structure to “maximise customer senses and impact”. The 400g pouches are re-sealable and come with a carrying handle, perforations for added convenience and on-pack recipe suggestions.
Coregeo said it is in discussion with other Tenderstem retailers, including multiples and key independents, to roll out the new packaging elsewhere.
“Fresh produce aisles can be a mass of plastic which is a shame as they have the potential to be the most colourful, attractive and engaging space,” said chief marketing officer, Michelle Toft.
“That’s why we are using innovative and impactful packaging to make the most of the Tenderstem brand and drive further growth for what has been one of our best success stories.”
The stand-up pouches are designed to be displayed on-shelf in branded full colour cartons of ten bags, featuring Tenderstem photography and distinctive graphics.
“Since Tenderstem was launched in the UK in 2004 we’ve grown the brand significantly during that time thanks to year on year growth and believe the new packaging will help us drive the brand even further,” added Michelle.
The new packaging launch is part of the latest Tenderstem campaign, which includes the ‘Date Night’ marketing concept to develop the brand’s personality.
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