Tesco is piloting a novel labelling system for grapes that goes beyond the traditional red, green, and black categories. The new labels highlight specific flavour profiles and textures, such as tropical, candy, or crunchy, to help customers make more informed choices.
A UK supermarket is piloting a novel labelling system for grapes designed to reflect their flavour or texture, with the aim of deciphering consumer preferences . Tesco explained that while grapes are often simplistically categorized as red, green, or black, there are actually hundreds of diverse varieties available. The supermarket emphasized that other fruits and products like apples and wine are sold by variety, providing consumers with clearer expectations.
Tesco's trial in 220 stores introduces three distinct types of newly labelled packaging for grapes, categorized based on traits such as tropical flavour, candy flavour, or crunchiness, alongside their existing range of table grapes. The supermarket aims to assess what shoppers gravitate towards and may expand its offerings based on these insights. Early indications suggest customers exhibit a preference for crunchy grapes, followed by those with a tropical taste and lastly those reminiscent of candy flavours.James Cackett, Tesco's fruit technical manager, stated: 'If you inquire from anyone how many grape varieties exist, most individuals are likely to respond with three - red, green, and black. And that was largely accurate until the dawn of the 21st century when fruit breeders commenced exploring methods to naturally enhance flavour, crunchiness, and sweetness, which is a wholly natural process, to deliver superior quality grapes overall. 'Now, with advancements in breeding technology, we possess the capability to draw from numerous hundreds of novel grape varieties, enabling us to deliver precisely what our customers desire, and that is the rationale behind our implementation of these trials.' He elaborated that the trials will 'enable us to more accurately gauge and comprehend the attributes our shoppers favour'.This initiative represents a collaborative effort between Tesco, its suppliers AMT Fresh, a Peterborough-based global fruit importer, and Bloom Fresh, a leading entity in global fruit development. Rachel Botha, head of commercial at AMT Fresh, commented: 'This project, which we are executing with Tesco through the Jaffa brand, constitutes the most extensive research ever undertaken in the UK to elucidate British consumers' table grape-consuming preferences, redefining the manner in which they are segmented and marketed.' She highlighted the partnership with premier fruit breeding companies to cater to the demands of British consumers, stating: 'We are collaborating with the world's foremost fruit breeding companies to supply the grapes that British shoppers yearn to consistently encounter on supermarket shelves. Thanks to technological advancements, we now possess the ability to accomplish just that.' She also underscored the significance of the trial, remarking that it 'reflects the strengths of our breeding programmes, the commitment of growers eager to explore new possibilities, and Tesco's openness to pioneering shopper-focused initiatives'
Tesco Grapes Labelling Flavour Texture Consumer Preferences Supermarket Trial Fruit Innovation
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