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Introduction of new fresh boxes to prepare extra quick, fresh meals.

Introduction of new fresh boxes to prepare extra quick, fresh meals.
  • All the fresh ingredients needed for a meal for four in a single box
  • Unique: Taste cup with fresh, concentrated sauce.
  • Introduction at Fruit Attraction in Madrid.

Staay Food Group is introducing a new version of the fresh box that is so popular in the Netherlands: quick, always fresh, and with extra convenience. The package contains all the ingredients needed to make a fresh meal for four, but now supplemented with a ‘taste cup’ containing a fresh, concentrated sauce to make preparation even easier.

Fresh boxes have become an unstoppable trend in the fruit and vegetable aisles of Dutch supermarkets. According to IRI, sales of these products rose from 9.7 million to 24.8 million euros between 2016 and 2018, an increase of no less than 156%. In the period to week 32 of 2019, sales have already doubled compared to the same time last year, so reason enough for Staay to invest even more in this booming segment.

The packages currently on the market add something like a sprig of herbs or a clove of garlic to the vegetables. However, although the vegetables in the packages are often nice and fresh, the sprig of herbs or clove of garlic is often dry or bruised, which can affect the taste of a meal. Common additions such as bouillon cubes, a tin of tomato puree or a sachet of curry paste are often produced with artificial additives.  To solve this less positive aspect of current fresh boxes, Staay Food Group has now developed the taste cup. This contains a fresh, concentrated sauce that combines the separate additions in a single pot, making it even easier for the consumer to prepare a tasty, fresh meal quickly (within 30 minutes), without using any artificial additives.

Developed and produced in-house.
The sauce is produced by Staay itself at subsidiary Fresh Care Convenience; the manufacturer of fresh meal components and salads in Dronten, which was expanded considerably in 2017. The sauce contains, fresh, honest ingredients, with no artificial flavourings or colourings. The sauce also has an excellent shelf life, even outside the fridge, thanks to the smart production process. At the moment, the full range of fresh boxes consists of curry madras, pea soup, pumpkin soup, vegetable soup, lasagne and tomato soup. The lasagne package is the first package to be supplied with a taste cup. This range will be further expanded in the future. 

Efficient packaging concept.
The fresh boxes are supplied, in strong cardboard boxes that can efficiently be stacked on a pallet. These boxes can be supplied in any desired version. As an example, Staay Food Group is presenting an Eat & Care version with a 3-step sustainable concept at the Fruit Attraction:
1. Sustainable FSC cardboard packaging
2. Products grown even more sustainably (PlanetProof)
3. Fresh and delicious for the consumer

The concept of the fresh box also reflects the green character of the Eat & Care label; it prevents food waste because the consumer buys exactly what is necessary for a dish and thus doesn't need to throw anything away.

For more Information:
Mark Loojenga
Marketing Manager