Soloberry launches two new brands, including Berry Basics, at Fruit Logistica

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UK-based berry and stone fruit company Soloberry will launch its first two brands at Fruit Logistica in Berlin this week, as it seeks to gain ground in the European market.

Soloberry will be joined at the trade fair by sister companies Newstairs, Chingford and Fruit Logic at parent company AG Thames’ stand.

“Traditionally we have used images of fruit growing, being picked or with a hand holding a berry to give a personal touch. We are keen to get more people eating berries, especially from a younger age and at all meal times,” said Rachel Montague-Ebbs, group head of brand and communications.

“Our latest campaign brings the berries to life, showing how they can be consumed in inspiring recipes. We have Newstairs with us, our plant breeding and varietal development company, together we are looking at the whole journey from the ‘plant to the plate’ as we work with renowned chefs; looking at how the nutritionals in berries can help to make the world a healthier place.”

The company says branding in berries is not as prevalent as it could be and it hopes to be able to replicated the success seen with other fruits like apples and bananas.

The two brands that will be launched this week are Soloberry Farms and Berry Basics.

The Soloberry Farms label – which has been delivering in to stores in Germany, Holland and Denmark since late 2018 – is for the main line of strawberries, raspberries and blueberries.

“We’ve had great success with this brand to date in our customers … and we want to expand the breadth of our offer across Europe. This is the reason for having two brands that sit side by side each other but each with their own clear credentials,” Montague-Ebbs said.

The Berry Basics brand has the tagline ‘shaped by nature’, which will be the company’s economy packaging, principally on raspberries from Morocco.

Soloberry says this is the first time that the U.K.-based business has delivered branded product to customers. European retailers are more open to the possibility of branded product and the company sees this as a key strength in their strategy across Europe, it says.

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