Build your frozen fruit assortment layer by layer
In today’s fast-moving retail environment, having a well-balanced frozen fruit range is more important than ever. But how do you combine everyday essentials with innovation, and keep your offer relevant throughout the year?
We believe the key lies in a layered approach—starting with the basics and gradually building up with added value and differentiation. This structure makes it easy to personalise your range, adapt to trends, and keep your frozen fruit aisle dynamic and relevant—all while maximising shopper satisfaction and category growth.
Start with the essentials
the foundation layer
The base layer of your range includes the products you probably already stock: single fruits and red fruit mixes. These are familiar, high-rotation items that meet core consumer demand. They're the entry point for most shoppers and form the backbone of your frozen fruit shelf.
Add variety and premium appeal
the growth layer
Here we introduce products that create new consumption moments - think products that enable healthy lunches and snacking, such as salads and toppings.
Stand out with trendy products
the differentiation layer
This layer includes niche items, such as protein smoothies and chocolate-covered fruit snacks. These products appeal to younger shoppers and thoses seeking convenience, nutrition, and novelty. They're ideal for retailers looking to differentiate and tap into emerging trends.
How this layered approach drives growth
By using a layered product structure, you ensure your assortment meets all shopper needs, from everyday basics to trend-driven and premium options. It enables to adapt your range to local preferences, shopper profiles, and seasonal trends. Start with the essentials and add layers of value and innovation as your market evolves, making you stand out from competitors.
Putting into practice
- Start with a strong base. Ensure you always have the core single fruits and red fruit mixes in stock.
- Build upwards. Add salads, topping, and fruit for smoothies to create variety and excitement.
- Rotate and refresh. Use seasonal products and limited editions to keep your range dynamic and relevant.
- Tailor to your shoppers. Work with your Crop’s sales manager to personalise your assortment even further, ensuring it fits your customers’ needs and your business goals seamlessly.
Ready for the next step?
Are you interested in discovering how the assortment pyramid can work for your store? Would you like practical tips, real-life examples, or inspiration to build a frozen fruit category that stands out and keeps shoppers coming back? Let’s talk (over a delicious smoothie)!
Julie Leplat
julie.leplat@crops.be
Simon Pertry
simon.pertry@crops.be
