Pure Flavor® Fresh Kits Are Back, Chris Veillon Discusses
LEAMINGTON, ON - A product that came into being nearly six years ago, Pure Flavor® Fresh Kits have recently made a comeback—much to the delight of consumers who dig ready-made convenience.
I chatted with Chris Veillon, Chief Marketing Officer, about the story behind Fresh Salsa Kits and Fresh Guacamole Kits and how these products have excited both consumers and retailers alike.
“This product actually came to life roughly five to six years ago, so it was ahead of its time, so to speak,” Chris tells me, before explaining that the kits themselves were sold in different formats and were successful at the time. “Matt Mastronardi, our Executive Vice President, was approached by one of our retail partners this spring about Fresh Kits when the buyer was flipping through old produce magazines and saw a story about them. The buyer wanted to bring the product back to life since meal kits and similar items are gaining steam in the marketplace.”
Recreating the product with an updated brand position and consumer-facing content to support it, Pure Flavor relaunched the kits at United Fresh this past June, and consumers have since responded favorably to the resurgence of this popular product.
“Consumers want the power in their hands to create items how they want them created. Giving fresh ingredients in a convenient, five-step process package makes it pretty simple,” he says.
In a time when meal kits are rampant, I wonder how these products stand apart from the pack, and Chris is more than happy to clue me in.
“What’s unique about these two products is that they consist of fresh ingredients—you can add whatever you like to the recipes to give it your personal flare,” he tells me, which is something I feel particularly connected to. Who doesn’t want to put their own stamp on what they’re eating?
In addition to allowing consumers to own their food and get creative with it, Chris also explains that the value of fresh is important: it's what draws consumers’ eyes to the product.
For retailers, Pure Flavor Fresh Kits are a value-added item to the produce aisle and they provide a one-stop shop experience in one convenient package, Chris tells me. No wonder they brought these babies back!