Strong start for Tangold Seedless mandarins
Freshmax Australia has announced the nationwide launch of Tangold Seedless, the new mandarin within its seedless citrus product lines. Originally developed by the University of California, Tangold Seedless is a seedless mandarin that is easy to peel, deliciously sweet and has a smooth rind with an intense deep orange skin colour.
The mid-to-late season, easy-to-peel Tangold Seedless has a global reputation for high quality and the growers are confident about the success of this brand in Australia. Tangold Seedless mandarins have a rich, superior citrus flavour and are bred to be an easy-peel mandarin with a very low level of seedlessness. With the increasing demand from consumers for high quality, easy to peel, low-seeded mandarins, Tangold Seedless is very likely to appeal to the Australian taste profile.
Tangold Seedless is already gaining great traction at retail, showing great promise for overall season performance. According to William Snell - GM Sales, Freshmax Australia, “We are delighted to receive great response and support from all leading retailers in Australia since the launch of Tangold Seedless in 2017. This year is special as it marks the availability of Tangold Seedless nationwide and launch of a 500g prepack SKU. These prepacks are available instore and we already see strong uptake among consumers."
This year’s Tangold Seedless marketing campaign will be focusing on an integrated marketing approach, with strong touchpoints in digital and traditional media. With a primary objective of brand awareness, the 2019 Tangold Seedless campaign will focus on microtargeting consumers based on their buyer personas. Along with Path-to-Purchase activities and Social Influencer marketing, Tangold Seedless will also be advertised on digital audio platforms. Enhanced brand visibility and sales acceleration will be driven by off-location branded display bins placed in leading retailers across Australia. “To elevate retailer engagement and brand interest, we organised a Tangold Seedless launch at the Coles Head Office, Tooronga VIC. With custom-made Tangold Seedless mocktails and product sampling, the event was a great success, with the product well-received by enthusiastic Coles employees. It is great to see this level of excitement for our brand from leading retailer partners,’’ says Sona Padman, Campaign Manager, Freshmax Australia.
Tangold Seedless forms a cornerstone of the Freshmax Group’s global IP strategy. With Tangold Seedless coming into significant Australian commercial volume, Freshmax Australia is uniquely positioned to drive a series-level brand presence for the variety alongside other seedless mandarin IP that the group manages.
Tangold Seedless is now available at all leading retail stores until early October.