Driscoll’s is gearing up to introduce its premium berry range, Sweetest Batch, to select retailers in Germany and the Middle East in 2025.
Initially, the range will include blueberries and blackberries, featuring only a carefully chosen selection of varieties that meet the highest standards for flavour and sweetness.
The company has confirmed that the UK will also see the launch of Sweetest Batch in the future. However, for now, the priority is on expanding the core Driscoll’s brand in the region.
Driscoll’s only recently introduced its branded packaging to UK consumers in 2024, making its debut in Morrisons, Whole Foods Market, Booths, and various independent grocery stores.
First introduced in the US in 2019, where Driscoll’s is headquartered, Sweetest Batch has been well received, with the company reporting strong consumer interest. Australia followed in 2022, with the range featuring Tasmanian-grown Zara variety strawberries, available between December and March.
As the name suggests, Sweetest Batch is reserved for Driscoll’s highest-Brix varieties, selected from a specific group of growers. These premium berries are chosen for their exceptional sweetness but are not identified by variety on the packaging.
Driscoll’s describes this premium selection as being focused on an “exceptionally sweet flavour experience,” with each berry offering a well-balanced combination of juiciness and sweetness. The company also highlights the “meticulous” harvesting practices used to ensure every berry reaches peak ripeness.
While tiered berry offerings are less common in European markets compared to the UK, Driscoll’s sees strong potential for premium segmentation in the region.
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