Fresh Solutions Network LLC announced the establishment of the "Side Delights" brand as a powerful new full-line player in the fresh potato category. As a result, Fresh Solutions Network will be rebranding many of its existing potato offerings to bring them under the "Side Delights" master brand, including its Steamables, Bakeables, Grillables and Gourmet Petite potato products.
The "Side Delights" name is a result of extensive consumer testing, with the goal of maximizing consumer appeal while forging an emotional connection with shoppers that will benefit the entire potato category. The brand name is rooted in the fact that 80 percent of fresh potatoes are consumed as a side dish, while “Delights” reminds consumers of how much their family enjoys eating potatoes as well as reinforcing the quality of the products grown by the owner-operated farms of Fresh Solution Networks.
The Side Delights packaging design itself is grounded in research conducted by the United States Potato Board, which found that consumers wanted potato type, size and origin clearly identified to make their shopping easier. In addition, consumers desired recipes and serving suggestions on potato packaging, and responded more favorably to packages that featured images of prepared potato dishes.
“Our Side Delights lineup will bring new energy to the potato category, complementing retailer brands while providing a consistent appearance with compelling graphic design across the other offerings at the potato table” Kathleen Triou, president and chief executive officer of Fresh Solutions Network, said in a press release. “In addition, the establishment of a master brand allows us to deliver stronger support to our retail customers, as it focuses all of our marketing activities around a single, memorable brand that their shoppers can look for.”
The Side Delights introduction will be supported by an extensive digital campaign, including an engaging consumer-focused website loaded with recipes, preparation suggestions and information on the farms and farming families that make up the Fresh Solution Network. The full line of Side Delight offerings will be available for shipment beginning in September, and retailers should expect to see more additions to the brand’s lineup down the road.
“The consolidation of our existing offerings under the 'Side Delights' brand name is just the first chapter in this success story,” Triou said in the release. “We have a number of other innovations in our pipeline, and they will be even more effective at generating added sales for our retail customers when we introduce them as line extensions to the 'Side Delights' master brand.”