After Brussels sprouts, raclette potatoes, leeks and asparagus, it is now the turn of carrots to join the Minute range launched by Priméale in 2018. Given the popularity it has generated on the market, this range meets the needs of consumers. "Consumer research has shown that the French do not like to spend hours in the kitchen. 47% of them spend between 4 and 17 minutes cooking each meal. However, they remain attached to the taste qualities of the products they eat," explains Angélique Aubry, marketing and development manager of Priméale France.
Priméale
Putting a basic vegetable back at the heart of French meals
Carrots are the company's flagship product. "We realized that carrots, the 2nd most consumed vegetable in France after tomatoes (11kg/year per household), are still used for the same purpose, which requires at least thirty minutes of preparation between peeling, cutting and cooking. In short, it is a basic back-of-the-fridge vegetable, but with a fairly long preparation time. As an alternative to fresh carrots, consumers are now turning to tinned or frozen carrots, which meet this need for convenience very well, but lack taste and flavour, according to users. Our instant carrots are therefore a very interesting alternative, as they meet both this need for convenience and the desire to eat products that retain their taste qualities once cooked. We have already had feedback from consumers who have been won over by the concept, which puts a well-known vegetable back at the heart of their meals."
Reaching more young people
With its Minute carrots, Priméale France is aiming to reach a new audience. "One of the objectives we have set ourselves is to reach more young people, who do not put as many carrots in their shopping baskets as other target groups. The added convenience that they are looking for in their vegetable consumption could therefore be an interesting asset."
The secret behind this new product?
Small French carrots carefully selected for their uniform size and thin skin, which means they can be cooked perfectly without peeling. Thanks to their microwaveable packaging, they cook in just 6 minutes in the microwave, then pan-fry for 3 minutes.
For more information:
Léa Hallay
Phone: +33(0)6 46 84 12 49
[email protected]
https://www.primeale.fr/