Supermarket Perimeter - February 2021 - 36

Produce

Pure Flavor is
raising the bar on
snacking with its
brand-new Cloud
9 tomatoes.

Snacking
BY ANDY NELSON

36 - FEBRUARY 2021

supermarketperimeter.com

PUTTING THE " FRUIT "
BACK IN TOMATO
In January Leamington, Ontario-based Pure
Flavor launched a new grape tomato, Cloud 9®,
that's full of juicy, fruity ﬂavor that's very rarely if
ever seen in a bite-sized tomato, said Chris Veillon,
Pure Flavor's chief marketing officer.
Pure Flavor has dubbed it " a tiny taste of
heaven™ " that's perfect for snacking. Product
ships in a dry pint top-seal 2-pound clamshell.
" Our family of growers hand-select a limited
quantity of the most vibrant tomatoes so you can
enjoy bold, balanced ﬂavor that sweetens any
snack or homecooked meal, " Veillon said. " With
a blast of fruity sweetness in every bite, Cloud
9® tomatoes are the everyday treat you've been
looking for. "
Cloud 9® is a " game changer " when it comes
to ﬂavor, Veillon said. A dark burgundy in color,
it's smaller than typical grape tomatoes, and the
impression it leaves is deﬁnitely more " fruit " than
" vegetable " in the endless debate about tomatoes
are more fruit or vegetable.
Being greenhouse grown provides a sustainable
supply and removes the seasonality by being grown
indoors, Veillon added, and Pure Flavor's growers
carefully manage the plants' health and lifecycle
to ensure they're producing quality fruit in the
optimal growing environment.

PURE FLAVOR

ALMOST HALF OF ALL AMERICANS reported snacking more
during the pandemic. But even before COVID, snacking was on a
steady upward trajectory, and healthy snacks - like fresh fruits and
vegetables - were faring particularly well, a trend that should continue
throughout 2021.
Chris Veillon, chief marketing officer for Pure Hothouse Foods Inc.,
Leamington, Ontario, which markets the Pure Flavor brand, said his
company continues to see an uptick in demand for all of its snacking
items, regardless of commodity.
" After a very strong summer and fall, we continue to ship more
product than we ever have before, " Veillon said. " We've increased
our acreage and expanded our family of growers to meet the surging
demand. "
Pure Flavor grows and markets an extensive variety of snacking
items. In addition to a wide range of tomato and pepper snack products,
the company also offers value-added snacking products, including Mini
Munchies Veggie Snack Packs, Mini Munchies Tomato Snack Packs,
Snack+ Vegetable Packs and 3 Sweet Snacking Tomatoes.
Demand is so strong, Pure Flavor's top-selling item, period, is a
snacking item: Juno Bites® Red Grape Tomatoes.
The demand for more healthy snacking options, Veillon said, is
prompting growers and marketers to further research and develop items
that are convenient and fresh and that can help increase fresh produce
consumption.
" Snacking in the produce world is about healthy, bite-sized,
conveniently packed items that people can enjoy in between meals
or on the go, " he said. " Single Serve Opportunities (SSO) help provide
solutions that are quick and effortless, and the healthy snacks in these
packs are needed to help maintain a balanced diet. "
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