Leading Edge has produced a range of premium labels for Sainsbury's rhubarb, blueberries, blackberries and redcurrants.
The new labels now incorporate a collectable wipe down recipe card containing a serving suggestion along with dietary advice and information. Fifteen recipes per product have been created for consumers to collect.
Sainsbury's fruit buyer Craig Sibbit said: “Sainsbury's recognise the usage for different fruits within the soft fruit range is different. Recent customer focus group directed at the minor berries and rhubarb clearly demonstrated the need for more education that would help customers understand how to include the berries in their diet.
“The enormous growth in the Sainsbury's blueberry market share over the last 52 weeks to 36 per cent illustrates the achievements so far in building blueberry penetration as well as purchase frequency.”
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