A classic brand is to stride into fresh produce with the aim of making its rivals green with envy.
Green Giant Fresh features the huge iconic figure and is set to hit supermarkets this year after an exclusive deal to market fresh produce under the brand in Europe was signed.
The deal is a partnership between three companies - Produce World, which will manage sales in the UK, and Unica and El Dulze in Spain. In Spain, the range will be sold by UPFresh, a company formed by the three partners.
It is hoped the introduction of the brand will reinvigorate “static” vegetable sales.
The fresh brand has been available in the US for 15 years - where it is worth over $350 million - and has been a tinned sweetcorn staple in the UK for much of its 50-year history.
The figure will appear on products including broccoli, carrots, tomatoes, peppers and lettuce over the coming year and Produce World is looking at both retail and wholesale options.
Jonathan Tole, business unit director at Produce World, praised other brands for “reinvigorating” the produce aisle and said Green Giant’s 96 per cent brand recognition made it a very strong proposition.
He told FPJ: “We hope the giant will help children put pressure on parents to eat vegetables and vice versa. The category is static at the moment and Green Giant Fresh has never been outside North America so we think this is a great opportunity. We want to help mums give their children a healthy diet and the trust in the Green Giant Fresh brand will help.
“The brand stands for various things including environmental sustainability, heritage, convenience, innovation and quality. These are what the consumer cares about.”
Tole said Produce World’s values were closely aligned to the other partners in the deal with expertise in both growing and category management.
Products sold under the brand are grown in compliance with strict Green Giant Fresh standards relating to environmental and food safety. The partnership is also working on various CSR and waste management programmes.
A complete line of products will be available by the end of next month.
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