Importers are getting creative in a bid to boost mango consumption in the UK.
Birmingham-based importer Minor, Weir and Willis, the UK’s biggest handler of fresh mangoes, is set to work closely with Sainsbury to organise a number of instore tastings.
Chris Abram, fruit category manager, said it was one of a raft of ideas to drive awareness of the fruit into a wider audience.
The good news is that, based on TNS figures, the total mango market last year rose by some 30% and is now valued at £32m at retail with an increased new consumer penetration of 5.2%.
As well as the increased tasting activity, Abram said they
would also be undertaking a series of adverts with billboards at 10 televised Rugby League Superleague matches. The adverts, which will be adjacent to JS billboards, will urge consumers to ‘Tackle a Mango Today’ and feature Rugby superstar Jamie Peacock.
Abram said there were also big opportunities to link mangoes to associated food products and Sainsbury would use stickers on fruit to promote a new branded mango dessert. He said there were plans in development to further develop a link between the fresh fruit and branded products.
“We have a responsibility to be innovative with our marketing, as there is a great untapped potential,” he said. “If we can convert new consumers to the stunning virtues of mangoes then they’ll buy more and eat more.”
Looking towards the future supply situation, Abram said that there would be substantial volumes coming forward over the next three months from key supply sources in South Africa and Puerto Rico.
David Shapley