Montague is preparing for the launch of a new brand of nectarines, Nectara.
The nectarines feature stickers to communicate the key flavour profile of the fruit. This, explains Montague, will allow consumers to make more informed purchasing decisions and build stronger trust with the category.
To produce Nectara, Montague says it searched the world looking for nectarines with a range of flavours that would appeal to the diverse Australian palate. In recent years, they planted these new varieties and can now offer nectarines with three distinct flavour profiles.
The three Nectara subcategories that sit under the brand are:
- White nectarines – Sweet Silk
- Yellow nectarines – Tangy Punch
- Yellow nectarines – Smooth Honey
Each nectarine will have a different colour sticker that communicates the key flavour.
“Following a consumer market research study undertaken from an independent third party (Red Robin Blue), we identified that consumers are seeking fruit that tastes great and is healthy — but they’re confused by the category,” says Montague Senior Marketing Manager Angela Bracken.
“Often, they’re re-familiarising themselves with the category each summer. We’re determined to change this.”
Montague Chief Innovation Officer Rowan Little proposed the concept to the industry.
“Customer enthusiasm was strong with excitement around the new brand that’s aimed at appealing to a wider audience that also captures younger shoppers,” he says.
Montague says it’s expecting to see a larger stone fruit crop compared to last season and is ready to pack the additional fruit. With over 6,600,950kg of fruit forecasted to be packed by Montague, the business anticipates a strong crop that is “abundant” with larger, sweeter plums, peaches, and nectarines.
Hand-picked Nectara nectarines will be on shelves from November until late January 2024. They will be available at Woolworths, Coles, Costco and selected independent green grocers nationally.