Convenience Product Is the Big Winner

People want convenience. Nothing wrong with that, but the senses should also be stimulated. Therefore, many supermarkets choose a combination of convenience and experience. By presenting (vine) tomatoes as prepackaged as well as unpackaged, for example. Even though shoppers say they find experience important, the majority ultimately goes for convenience. Curious to know which solutions Prominent has come up with?

Convenience products are on the rise

We have less and less time. Therefore, supermarkets are expanding their range of convenience products. With is, we do not necessarily mean ready-meals, because convenience also applies to prepared, pre-cut vegetables or prepackaged (snacking) tomatoes. These options offer more convenience in the supermarket – the products do not have to be selected one by one, as they are neatly stored in a single package – as well as at home while cooking or even on the go.

Appealing packaging will stimulate sales

If shoppers initially say experience is important, how can we stimulate their senses and offer convenience? By using appealing packaging for convenience products for example. (Vine) tomatoes wrapped in attractive packaging will be bought more often. But then again, conscious consumers will avoid too much (plastic) packaging. Their preference for sustainable solutions steers them in the direction of unpackaged products.

Convenience and experience in one product

That is why Prominent keeps developing smart solutions. Vine tomatoes with an increased freshness guarantee or more firmness for example, so (smaller) tomatoes do not have to be picked from the shelve one by one can be lifted by their stalk in one single move. No extra packaging is needed for this. Maybe just a reusable bag which shoppers can bring from home.

By crossing the best characteristics of several (vine) tomatoes – flavour, colour and firmness – our growers can offer a completely natural solution that combines convenience and experience. Therefore, consumers looking for convenience and those searching for sustainability both have access to great products.

DOOR Partners / Prominent keeps thinking ahead. Curious to know more about our products and product development? Do not hesitate to get in touch with Wim van den Berg of DOOR Partners / Prominent: or +31 (0)6 5756 4346.

The sales, marketing and quality control of Prominent tomatoes are handled by Door Partners B.V. This sales subsidiary forms part of the Grower Cooperative DOOR U.A.

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