Esselunga continues the process of segmenting the berries category by adding a new zero residue line alongside the standard, organic and premium lines.
The "Residuo zero" line is active on blueberries packaged under Esselunga's "Naturama" brand, a "line of fresh food products with a controlled supply chain that values food safety, animal welfare and respect for the environment".
The packaging also states that the product is of Italian origin.
This reference was on sale in April 2021 in a 125g filmed cardboard basket that was offered to the public at a price of €2.98.
In the shop visited there was only one basket of this line and the rest of the empty space indicated that all the packs on display had been sold. This was in contrast to the other lines of blueberry which were well stocked on the same shelves.
The good sales response seems to echo other similar experiences in stores of other retailers that sell blueberry a residual packed in other brands.
The supplier of blueberry Residuo Zero Naturama is Sant'Orsola, as shown by the mandatory wording on the packaging. Other products from the fruit and vegetable department are available in the "Residuo Zero" line, such as Italian clementines.
