In a sea of green, among Europe’s vegetable aisles, Bimi® broccoli has an informative, colourful new look, designed to deliver standout, appeal, and likelihood to purchase against competitors. The new-look design will roll-out across all Bimi packaging formats starting from October in all retailers who stock Bimi. The packaging will remain consistent across Europe and will be translated into 11 languages.
Theresa Richards, Senior Marketing Manager for Bimi commented: “We’re thrilled with the new packaging design and how positively it was received by consumers in testing. Being able to catch people’s attention in a busy retail environment has always been a challenge, but by clearly communicating the delicious taste of Bimi and the multiple ways in which you can cook Bimi with ease, we hope more people will pick Bimi for their plates.”
During testing, carried out by Hall & Partners, 450 respondents from in Spain, Germany and Denmark, told us how important it is to them that fruit and vegetables are kept as fresh as can be, extending shelf life for as long as possible. This response was corroborated after speaking directly to Bimi consumers via social media.
Richards continued: “We know people are concerned about the cost of living as we approach the winter, which is why it’s important for us to communicate how the material of Bimi packaging helps protect the stems during transits, as well as in store, helping keep our tasty stems fresher for longer.”
Consumers from the testing commented how “the colour immediately catches your eye” and “draws more attention”, which is a positive for the category, the more footfall Bimi can draw into the brassica display, the better.
Consumers in Denmark commented “the description makes you want to try the product” and it is the succulently sweet and slightly nutty flavour profile that uniquely sets Bimi broccoli apart from other varieties of long-stem broccoli.
Bimi broccoli team will be on the Sakata Iberica pavilion 9 stand E13 at Fruit Attraction in Madrid. Come and visit us to see our bold new look and get more info on how you can stock Europe’s brightest new vegetable.
For more information:
https://www.bimibroccoli.com
https://www.coregeo.com/