Tesco is accelerating the roll-out plan for its apple lines sold in brown paper bags, following successful in-store trials.
Acccording to the retailer, consumers are “reacting strongly” to those lines being sold in the format. The bags are made from 100 per cent recycled brown paper, with a transparent window made of corn.
Sales are ahead of forecasts. Martin de la Fuente, senior buying manager for ambient fruit at Tesco, said: “We have been enthused by the trial and consumers’ reaction to the packs, and will be rolling out to more stores. Consumers easily and instantly relate to the environmental benefits of using renewable and recycled material in packaging.”
Tesco top-fruit supplier Empire World Trade (EWT) developed the packaging for the store in response to consumer calls for more environment-friendly packing. Julie Criddle of EWT said: “Sales of loose apples are going down, and although people say they don’t want packaging, it is the pre-packs that are selling most. So we had to look at how we get round that, and these packs have gone down really well.”
EWT’s packaging has appeared on four-packs of Pink Lady, Braeburn, Gala and Golden Delicious apples.
No comments yet