Tesco to launch new fruit book
August 20, 2011 by Lyndon
Tesco are set to launch a book entitled ‘All you wanted to know about fruit’ in a bid to boost fruit sales.
Tesco, headquartered in Cheshunt, are producing the booklet in conjunction with creative agency The Little Big Voice. The book is designed to increase the supermarket’s fruit sales and is being offered for free when customers spend over £5 on fruit, instead of being sold at the recommended retail price of £7.99.
The book is not Tesco branded and will also be available in major book retailers such as Amazon and WH Smith. ‘All you wanted to know about fruit’ has been developed by Tesco’s fruit category manager and is set to be advertised online, on shelf-edging tickets and through point of sale (POS) printing.
Potters Bar, close to the Tesco headquarters, is home to one of the Tesco Superstores that will stock the book. The book will be available in all Superstores and Tesco Extra stores.
Emmanuelle Lerges, the fruit category technical manager for Tesco said that the company were printing the book in the hope that they would educate customers and change perceptions about the variety and quality of fruit on offer at Tesco. Speaking to The Grocer magazine, Lerges said:
“We’re very proud about the quality of the fruit we put on shelf. We actually want customers to understand the work that goes into getting the product on shelf.”
If the book is well-received by customers and if it achieves a sales uplift for the fruit category, it could be rolled out to other product categories within Tesco.