The Italian packer Fogliati launched at Fruit Logistica (Berlin) a new line under the Trifoglio brand of premium blueberries endorsed by Sara Errani, the Italian tennis player who won the gold medal in women's doubles at the 2024 Paris Olympics and contributed to Italy’s victory in the Billie Jean King Cup.
In this exclusive interview, Eraldo Fogliati explains the Tennisnack project to Italian Berry.
Tennis is experiencing a golden era in Italy. Why this pairing with blueberries?
We started with the tube packaging, which is an ideal format for our concept of blueberries. This berry is perfect for on-the-go consumption, as a tasty snack for an enjoyable break during the day.
The tube packaging easily recalls the containers used for tennis balls, and from there came the connection: we believe that blueberries are also ready for a quality leap to enter the Olympus of the most beloved fruits, just as Sara Errani has been among tennis enthusiasts for many years.
Let's talk about quality. What does a "premium" blueberry mean for your Trifoglio brand?
Tennisnack blueberries are selected based on a strict specification that includes a series of characteristics: a minimum size of 16mm, sweetness (measured in degrees Brix), firmness, and crispness (with a minimum Baxlo value). These are measurable parameters designed to guarantee our customers the product’s characteristics without necessarily relying on a specific list of varieties.
How are your customers responding?
We are still in the early stages of our commercial development plans, and the initial tests, which started about a month ago in various Italian retailers, are yielding positive results. The concept immediately generated interest among buyers.
What is the profile of the consumer interested in Tennisnack?
First of all, we are enjoying a scenario of growing interest in blueberries among Italian consumers: more and more families are buying blueberries, and the customer base is expanding rapidly.
Our goal is to ensure a consistent presence on shelves with a product that meets the expectations of consumers looking for a superior product.
Going back to consumption occasions, is Tennisnack also intended for more specific distribution channels?
Definitely yes! We are planning promotions during peak tennis events, such as major tournaments. Additionally, we are testing direct distribution in sports centers to further encourage out-of-home consumption and link it to sports activities.
What are the characteristics of the packaging?
Each tube contains 200g of blueberries, and there are 12 packages per outer carton. The packaging (tube and lid) is made of PET, meaning it is fully recyclable multiple times to create new packages, bottles, or different objects.
The tube has all pre-printed information, including the barcode, ensuring a visually appealing and orderly presentation. The only adhesive label is placed at the bottom and contains information about the product’s origin and batch number.
Eraldo Fogliati, owner of Fogliati s.a.s.
200g weight format, non-standard packaging, stringent specifications—doesn’t this risk making the retail price too high?
The difference in processing and packaging costs has a minimal impact on the final price because we do not want costs to drive up prices.
Consumers will perceive that the premium price truly corresponds to a premium quality product, combined with the added convenience of practical, portable packaging.
Thus, Tennisnack is positioned in the premium segment thanks to its clearly defined and perceptible superior quality characteristics, which consumers can enjoy in many situations, not just at home.
Are these the reasons why you chose Sara Errani as the brand ambassador?
We chose Sara Errani, who has been at the top of women’s tennis worldwide for over ten years, precisely because she embodies this spirit.
She describes herself as "stubborn and determined," making her the perfect match for Tennisnack to reinforce the concept of Trifoglio blueberries as a high-level product that consistently delivers excellent results.
