EAT ME X Saitaku

Growth through cross-category collaborations

To drive further growth in the category, we are also looking for opportunities beyond the fruit and vegetable aisle. That is why we have launched a unique collaboration between our consumer brand EAT ME and Saitaku. We’re pairing our exotic fruit and vegetables with Asian the cuisine, creating surprising taste experiences. Through collaborations like this, we aim to inspire consumers with tasty and accessible recipes. In this way, we’re giving the category a new boost together.

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The importance of inspiring content

To achieve sustainable growth, we consciously opt for long-term partnerships. As well as sharing product knowledge and understanding the retail concept, insight into consumer behaviour is essential. It is precisely here that there are still plenty of opportunities. Esmée Westgeest, our Category Trade Marketer: “We’ve noticed that when buying fruit and vegetables, consumers don’t immediately think of exotic fruits such as avocados and mangoes. For example, mangoes are only on the shopping list beforehand for 43% of purchases. Moreover, that choice is often inspired by recipes. This underlines the importance of inspiring content. As a brand, we see this as an opportunity to encourage consumers to use avocados and mangoes more often and in new ways.”

A strong match

Based on this insight, we got in touch with Saitaku. This brand is known for its products for authentic Japanese cuisine. Esmée: “We truly believe in the power of collaboration and want to help our clients inspire consumers in innovative ways. We are keen to work with brands that share this vision. Avocados and mangoes are versatile exotics used in a wide range of cuisines, including Asian cuisine. However, when consumers incorporate avocado into their evening meal, 50% do so in a salad and only <15% in an Asian-inspired dish. Here is a great opportunity for growth. With this in mind, we see a partnership with Saitaku as a logical and strong match, where the product and the moment of use reinforce each other.”

Anne Bloemendal-de Groot from Saitaku was also immediately enthusiastic: “To make a poké bowl or sushi, we simply need each other’s products. It’s great to see how well we complement each other – not only in terms of products, but also in our collaboration. It’s great and very educational to exchange ideas and learn from one another. This enables us to inspire consumers to the full with tasty and accessible recipes.”

Enabling more consumers to enjoy

Customers are also enthusiastic. We are seeing a clear demand from them for more inspiration on the shop floor and effective cross-sell initiatives. “Consumers are increasingly looking for healthy meal options, but need practical ideas and ways to use products. The in-store experience is playing an ever-greater role in this. At the same time, retailers want to increase the average spend per shopping basket,” says Esmée. We believe the collaboration between EAT ME and Saitaku ties in seamlessly with this. By combining products and recipes, we create relevant and appealing inspiration on the shop floor. This lowers the barrier to trying new products. In this way, we aim to have a positive impact on the category and appeal to a wider target audience.

More than just a sales boost

The crossover has been embraced by several customers. From mid-April, the partnership was launched in various supermarkets, including Poiesz. Menno Steenstra of Poiesz: “We want to showcase premium brands in our supermarket format in an accessible and clever way. That is why we have created specific opportunities within our in-store journey to enhance the brand experience and encourage cross-selling. The partnership between EAT ME and Saitaku fits in perfectly with this and is a first of its kind. Initiatives like this give us a real boost.”

Steenstra is also pleased with the results: “Now that we’re combining promotions with inspiration and cross-sell activations, we can see that this is having a positive impact on our sales. What’s more, this initiative increases the relevance of our supermarket for young families, whom we’d like to retain by inspiring and surprising them.”

This collaboration demonstrates how we create value together. By linking products and inspiring consumers with practical recipes, we achieve more than just a sales boost: it encourages new eating habits, helps the category grow and creates more moments of enjoyment.