M&S Launches Exclusive Private Brand Mango Flavored Grapes!

Just when you thought you’d seen it all, English premium retailer M&S has launched an exclusive new variety of grape that tastes like a mango! As a part of their new ‘Tutti Frutti’ Private Brand of grapes, the grapes are a seedless, part-red variety with large berries and a distinctly tropical flavor. Retailers and Private Brand managers often talk about differentiation and uniqueness however they rarely execute instead opting to “launch” bigger pack sizes or insignificant flavor variations – this is true ownable innovation and is very cool, BRAVO!

M&S worked closely with grape grower, Enrique Moya, who has been growing table grapes since 1995 and supplying the retailer since 2003. His farms are located in and around the village of Totana near Murcia in southeast Spain. The region is perfect for growing excellent quality seedless grapes due to the warm, dry Mediterranean climate with long sunny days, which helps the grapes to develop extra sweetness and a full, rich flavor, together with cooler night temperatures, which helps to give the grapes a firm, crunchy texture

M&S Grape Product Developer Zeina Orfali explains: “Being super sweet, we think the grapes will be a big hit with children – and big kids who are topping up their 5-a-day. And at only £1.50 a punnet, they’re an affordable healthy snack”

“We work closely with our growers to bring customers new and exciting flavors – the first trials of these grapes were back in 2007, and we’re delighted with the fruits of our labor!”

Breeding new grape varieties is a very long-term business. It can take over 10 years before a new grape variety reaches the shelves. We’ve been working closely with growers and grape breeding companies around the world to bring exceptional new varieties to our customers.

Tutti Frutti grapes are on sale throughout August and September, from Friday 10th August in 200 stores at only £1.50 for 230g.

Source: M&S Stories



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.