© Cristiano Riciputi | FreshPlaza.comAn idea born by chance, a bit for fun, but with a clear intention behind it: to promote the blueberry as a high-quality fruit, easily recognizable, and with a distinctive profile. This is how Tennisnack was born, a snack based on blueberries, packaged in a tube reminiscent of the classic tennis ball container. The story of its creation is recounted by Eraldo Fogliati (pictured on the side), owner of the Piedmontese farm of the same name.
"It all came about by observing the evolution of the blueberry market," says Fogliati. Today, there is a huge interest in blueberries, and consumers are finally becoming aware of the wide range of varieties available in different sizes and flavors. It is clear that the 'blueberry' is no longer the only option. There is a growing awareness, and we wanted to create a product that stands out visually."
The packaging, inspired by the cylindrical tennis boxes, is not the result of a marketing study. The idea came almost by chance during a sales meeting. A salesman exclaimed, "But it looks like a tennis ball container!" And that's where it all started. The timing could not have been better: the ATP Finals were in Turin at the same time. The result is a transparent 200-gram tube, made of recyclable PET material, with pre-printed graphics designed to enhance the quality of the product inside."
© Maria Luigia Brusco | FreshPlaza.com
The name 'Tennisnack' came to us naturally, as did the decision to link the product launch to major international tennis events. "Our goal," asserts Fogliati, "is to establish Tennisnack as the go-to healthy and practical snack for tennis players and the entire sporting world. We will promote Tennisnack at the most prominent tournaments."
Quality is paramount
"At the core of Tennisnack is a rigorous product selection. The tube contains selected blueberries, chosen according to size, crunchiness, and taste. We don't limit ourselves to a single variety or origin. "Consistency in quality depends not only on the type of blueberry but also on climatic conditions and origin. That's why we select only what meets our standards, whether the fruit is Italian or foreign. Quality prevails. The reference brand for this line is Trifoglio, a brand that has always identified and selected traceable products in the Fogliati range throughout the entire supply chain. "For us, it guarantees control and consistent quality over time."
© Gabriele Merlin
Sara Errani, brand ambassador
"We decided to link the blueberry with a sporty and vibrant image by choosing Sara Errani, a legendary Italian tennis player and a personality with strong credibility with our target audience. The collaboration also stems from a personal connection Sara shares with her father, who works in our sector. We discovered that blueberry is also one of her favorite fruits. The whole project came together naturally and spontaneously.
Official launch and future prospects
Tennisnack will be available all year, linked to sporting events and used as a promotional opportunity, from the Australian Open to Wimbledon, via Roland Garros and the ATP Finals. After successful initial results, Tennisnack is poised for its official launch in Italy's extensive retail sector in mid-April, as anticipated by Fogliati. "We have created a dedicated stand with the image of Sara Errani, which will be present in several points of sale, probably also in the entrance area. The marketing surveys are promising, and we are preparing to enter several supermarket chains. Easter will be a significant milestone for our expansion."
The project's reach extends beyond Italy's borders. "At Fruit Logistica, we forged valuable connections with foreign operators. In mid-April, a Swiss chain will visit, marking a pivotal step in the internationalization of our product."
© Gabriele Merlin
The final message is clear: "It was not a planned strategy, but an idea born out of a series of fortunate coincidences. We know it can work. It's a fresh, unique concept. Now, we're ready to see whether the market agrees with us." This project, as Fogliati himself defines it, is in the making and poised to make a name for itself in the world of food and sport.
Photos in addition to the article provided by DANT Studio. Photographer: Gabriele Merlin
For more information:
Fogliati sas
Strada Undicesima, 5
10040 Rivalta (TO) - Italy
+39 011 3975361
info@fogliati.com
www.fogliati.com