Joe Delucci’s lets the product do the talking

Leading authentic Italian gelato supplier Joe Delucci’s has launched a new design of see-through containers for its 500ml gelato tubs – showcasing its use of natural ingredients and lowering the retail price of its tubs – as well as turning the freezer isles into a veritable feast for the eyes and the taste buds.

berries-and-creamAlready popular in the US, Joe Delucci’s has introduced new clear plastic PET tubs for its gelato range, tapping into the growing consumer trend for an awareness of what is actually in the food we eat. The new style tub, now available in 600 Tesco stores across the UK, showcases its most popular flavour gelatos -Mediterranean Pistachio, Bellissimo Berries and Creamy Coconut -allowing consumers to instantly see the all-natural, preservative-free ingredients inside.

With eco-awareness at the forefront of everyone’s minds, the move from traditional cardboard tubs to the see-through PET pots is also much more environmentally friendly. The new containers are not only made from a recyclable material, but can also be reused by consumers. As an added bonus, the new plastic pots have a new lower price point, meaning consumers can now enjoy their favourite gelato for even less than before.

Richard Pierce, co-founder of Joe Delucci’s, comments: “We are really excited to launch our new packaging and to reap the benefits this will have for the brand. Our new clear containers are unique to the UK ice cream and gelato market, and will really strengthen our presence in the grocery industry, along with our increasing retail kiosk outlets and wholesale divisions.”

Business partner Nigel Langstone comments: “The introduction of our new clear tubs acts as a showcase for the product inside, and is not something that brands using artificial colours and flavourings in their ice creams and gelati will get away with.”

“Our new packaging will inject some colour and fun into the frozen isle. The customer will now be able to see exactly what they are getting before they buy it, and this allows the product to do all of the talking. After all, we eat with our eyes first, and once the consumer tries the gelato, the product will do the rest.”

The new tubs are now available across 600 Tesco stores in the UK with an RSP of £3.99/500ml.

www.joedeluccis.com