French stonefruit brand Regal’in has won a contract with UK premium retailer Waitrose to stock peaches, nectarines and apricots under its own-brand label.
Waitrose tested one line from the range during 2013, and has now decided to accept all lines and invest in extensive marketing throughout summer 2014.
Using a consumer-facing advertising campaign on television, radio and press, Waitrose plans to sell 1,000 tonnes of Regal’in peaches, nectarines and apricots, a spokesperson for the brand said.
The news was announced at Medfel trade fair in Perpignan, where Regal’in also revealed several other exclusive retail contracts across Europe as part of its 2014 marketing campaign.
German retailer Edeka has signed a co-branding agreement, meaning its own-brand stonefruit will be exclusively Regal’in varieties. Edeka will test the campaign during 2014, and distribute products through one regional platform.
In Spain, Al Campo plans to integrate its premium stonefruit range with Regal’in varieties, while French retailers Auchan, Leclerc and Intermarche have all signed deals to promote the brand.
The brand will not be sold exclusively in the French retailers, unlike in its European counterparts.
“Marketing Regal’in is growing strongly in the European markets, the target for 2014 is higher than 3,000 tonnes,” a company statement said.
Regal’in brand was launched by Agro Selections Fruits in the 1980s, and now includes yellow and white flesh peaches and nectarines, apricots, cherries and apples from European growing regions.
