Two years ago, Charles and Edouard Gassier joined Fruits&Compagnie, based in Caissargues, in the south of France. Their objective was then to add some strings to this family business with a range of more elaborate products.” Today, Fruits&Compagnie does not offer only fresh fruit (40,000 tons of apples, pears, peaches and apricots each year from approximately 40 producers), but also an original line of juices, sold under their own brand: Phyte.
A juice found alongside fresh fruit and vegetables
The particularity of these juices lies in their manufacturing process. “The juices of the Phyte line do not undergo any pasteurization. They are actually freshly pressed juices, similar to what can be made at home. This gives them a taste quality comparable to that of a fresh fruit since the fruits have never been heated up. This particularity is what allows us to place our juices alongside fresh fruits on supermarket shelves. We really want to anchor ourselves in the fresh department because we believe it is where our products belong. It is now up to us to inform consumers about the particularity of our juices,” explains Charles Gassier.
A new way to meet consumer trends
By creating the Phyte juices, Charles and Edouard wanted to respond to current consumer trends. “Consumers want more natural and practical products. With Phyte, we want to meet this demand and offer a more fun way to consume fruit and vegetables. We also wanted to create original recipes such as a combination of pineapple, ginger, turmeric, coconut water and apple. For those who prefer more vegetables, we also created a combination of beet, apple, carrot and lemon. We will soon launch a novelty made with apples, strawberries and bananas.”
Phyte: looking for partners in mass retail
Phyte has experienced a real dynamic growth since it was created two years ago. “As a new product, our development goes hand in hand with the increase in the references we offer. We noted a slight decrease in consumption at some of our retailers with the arrival of winter and the decrease in purchasing power. However, we are taking a long-term approach. We are therefore looking for partners in mass retail to support the development of this new product in which we believe strongly.”
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