WONDERFUL™ PISTACHIOS CONTINUE GROWTH COURSE IN THE MIDDLE EAST
Since its launch in the region in 2011 the Californian brand has shown a strong growth, gaining retail distribution throughout the MENA markets as well as many new fans among quality- and health-conscious consumers
Officially launched to the Middle East region in May 2011 Wonderful™ Pistachios have shown a strong year on year growth since the brands initial induction in 2008. And it is not just the Middle East where Wonderful™ Pistachios continue to achieve notable success. During German trade show FRUIT LOGISTICA in February 2012 the Californian pistachio brand announced a growth of 55 per cent on the European market for the third year in a row. One of the main growth drivers is the brand’s distinctive investment in media campaigns and in-store activation through unique promotions and tastings that drive growth of the entire category.
After the successful adaptation of the US Get Crackin’ TV campaign in France in June 2011 – which resulted in Wonderful™ Pistachios reinforcing its position of number one pistachio brand in this market and growing the entire category with 15% – the first UK Get Crackin’ campaign kicked off on November 17th. The 2 Million Dollar TV campaign aired for four weeks. In addition, a co-operation with the popular UK web portal “All about you” as well as 450 in-store tastings days were set up. The result: during the tasting five times more Wonderful™ Pistachios were sold compared to the weeks prior to the campaign and Wonderful™ Pistachios became the number one brand in the UK.
“Wonderful™ Pistachios continue to grow worldwide with new markets introduced in 2011 including Spain/Portugal, the Nordics and the Baltic States.” says Marketing Director EMEA Wonderful Brands, Kristof Vlaeminck. “We are keen to continue our aggressive growth and marketing support plans that have helped to maintain our remarkable success to date and will enable further growth.”
Development in the Middle East
Currently the award-winning Wonderful™ Pistachios are sold in more than 30 countries around the world, and are widely recognized as the quality leader for California pistachios. In the MENA region the brand is present in 9 countries: UAE, Bahrain, Jordan, Iraq, Kuwait, Libya, Oman, Qatar and Saudi Arabia.
“Gulfood is a very important event for us, as we were not only working towards increasing our brand awareness during the event but also to show the industry how far we have come since the 2010 Gulfood event at which Wonderful™ Pistachios were awarded ‘Best Newcomer Brand’. The importance of the event and the market was reflected in our significantly bigger and branded booth with which we presented ourselves at the trade show,” continues Vlaeminck. “We believe in offering Californian pistachios of superior quality in a variety of unique flavours that are not offered by any of our competitors such as the award winning Salt & Pepper, No Salt, Salted & Roasted and Lemon; a flavour specifically developed for the MENA market.”
To further develop the brand and increase distribution in the region, there will be continuous investments in promotions especially during key consumption moments like Ramadan. This year’s Ramadan promotion will be an attractive ‘2 + 1 gift box’ containing the popular Roasted & Salted and the exciting Lemon flavour.
“Being a global brand we will also focus on the duty free sector as it offers the opportunity to introduce Wonderful™ Pistachios not only to local but also international consumers. In 2011 Wonderful Pistachios became the N°12 brand in the Fine Foods section of Dubai Duty Free shops, a great achievement for a newcomer !
About Wonderful® Pistachios
The Wonderful Pistachios brand features upscale, premium packaging and a bold contemporary look, appealing to sophisticated, health-conscious consumers. Wonderful Pistachios are grown in Lost Hills, California, part of the San Joaquin Valley, the agricultural heartland of California.
Grown, processed and packaged by Paramount Farms, Wonderful Pistachios are available in several unique varieties including Roasted & Salted, Salt & Pepper, Roasted No Salt, and the newest flavour Lemon at retail outlets and grocery stores Pan Arab; including Carrefour, Union Cooperatives, Lulu, Panda, Othaim, and other key retailers in the Middle East. Retail package sizes include 40g, 150g, 250g, 500 and 1 kg, and vary by variety.
For more information visit www.wonderfulpistachios.com
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