Sainsbury’s buyer Dominique Shulenburg reports that the chain’s new Taste The Difference stone-fruit range has been an instant success in-store.
“Produce is tricky to manage under the intense focus on quality of the TTD brand promise and for the stone-fruit re-launch I looked for products that really stood out from a taste perspective, while also grabbing attention on the shelf through the unusual packaging,” she told freshinfo.
“The success of it has been above expectations; sales have built each week by 25 per cent and waste is within the category target, whereas normally a premium line would be expected to exceed that.”
Shulenburg added that during daily sampling at Holborn, she has had to ask to have fruit kept aside for me to look at, otherwise it has simply disappeared. “In store, it's really interesting watching customers pick them up - they draw attention and create the theatre that TTD should achieve,” she said.
“What's more, they taste fantastic. We moved from premium French whilte flesh varieties of peaches and nectarines and now have specially selected varieties that have been left to ripen on the tree for longer and are not artificially triggered to achieve the ripe and ready to eat sweetness and perfume they deliver.”
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