Pandol Bros. Inc. has launched its new rinse-and-serve grape packaging
nationwide after the completion of a controlled in-market test this past June.
Pandol Bros., based in Delano, CA, worked in close partnership with two
prominent regional retail chains to test a full range of requirements including
product positioning, merchandising, in-store communications and package
The retailers provided critical feedback regarding all aspects of a go-to-
market strategy and even helped define best practices regarding point-of-
The learning from that "live" experience has been incorporated into the
nationwide launch that began with the start of their California season.
“Because this package represents a significant advancement, we knew it
would require rigorous testing,” Tristan Kieva, director of marketing and
business development for Pandol Bros., said in an Aug. 17 press release. “The
insight we gained proved invaluable and, as a result, we made several
improvements to our package design and go-to-market strategy.”
The patent-pending package is a clear plastic container that is designed to
be held directly under a kitchen faucet to allow thorough rinsing of the
grapes. By featuring a step-by-step instructions and graphics
communicating the rinse-and-serve feature, the product benefits are simple
for consumers to understand.
“Our in-store testing showed us how our package graphics and p-o-s
materials can work together to draw consumer attention to the newness and
the overall concept,” Ms. Kieva added in the press release. “We learned that
consumers are intrigued with the design but need to recognize how it works
since it's not just a typical clamshell.”
Also, the clear cube design visibly conveys freshness and quality by creating
a beautiful product showcase that allows the grapes to be easily viewed from
all sides. This visibility is particularly important because category research
shows that more than half of grape purchasers don’t usually decide to buy
grapes until after walking into the store.
This shopping behavior sets-up tremendous flexibility for retailers to
merchandise the quick-rinse cube package in multiple areas both within the
produce department and outside the department (i.e. adjacent to premium
The new cube package comes in a two-pound fixed-weight size and is now