Are mini melons the future?

Being 4”11 with a wardrobe full of VAT-free clothing, my parents drummed it into me from a young age that size doesn’t matter. Rather, “good things come in small packages” which was this year’s unofficial mantra at Fruit Logistica 2020 – the world’s largest fresh produce event.

From mini melons to baby bananas, small
is king. I’d even go so far as to call them cute, had I not spent 27 years
perfecting my death stare for anyone who dared describe me in this way. But the
truth is, people around the world are increasingly opting for food they can eat
on-the-go with zero waste. It’s no longer a new year’s resolution, it’s a way
of life.

The size of the UK snacking market
is hard to determine because everyone measures it differently: do you include
confectionery, an apple grabbed from the corner shop, or only savoury snacks? Even
though we can’t agree on the exact size, analysts are unanimous that it’s one
area growing faster than all the others, with Brits snacking 8.3 times a week,
compared with 3.8 times in France and 3.1 times in China[1].
Coupled with global sustainability concerns, there is a huge opportunity for
fresh produce to come centre stage with a solution that is healthy,
environmentally-friendly and convenient.

That’s where branding can change
the fresh produce game. Gone are the days when growers could rely on just good
quality and smooth logistics. Whilst they remain important, the equity of a
visible and well-executed brand gives a point of difference on retailers’
shelves and a stamp of quality that shoppers recognise.

G’s Fresh Group’s marinated beet
snacks, Love Beets, is a case in point. With a packaging design inspiring
people to eat healthy, fresh beetroot, our ‘Live Colourfully’ campaign mirrored
the branding and has made Love Beets the nation’s must-have accessory via
non-stop national coverage, thumb-stopping social content and an urban lunch
makeover at King’s Cross station.

With the undeniable growth in
snacking, brands don’t want to be portrayed as purveyors of salt, sugar and
fat. All these big boys are starting to get very worried, and it’s quite
possible that with the right branding, the likes of mini melons could be the
ones to take them on.

[1]
Kantar (2018 data)