Live from Fruit Logistica: Ikygai, the new brand targeting millennials

TOP SEEDS International, the seed company specializing in the research and marketing of innovative hybrid vegetable varieties, chose Fruit Logistica to present Ikygai, its new brand. Brand based on the Japanese concept of a healthy and balanced lifestyle and targeting Generation Y

 

 

 

Millennials - those born between the early 1980s and the late 1990s, with an interest in quality of life, health and well-being - are the primary target group of Ikygai consumers. The Ikygai brand actually follows directly from consumer requirements, after numerous surveys. The results showed the growing need for a brand that not only encompasses fresh produce, but which is synonymous with health, beauty, taste and inspiration.

 

 

 

Ikygai benefits from an extensive promotional campaign, with numerous interventions on websites and social media dedicated to health and well-being, and based on attention to food and food quality. The packaging, made of recycled transparent plastic, meets the requirements expressed by consumers during the test phase, requiring not only simplicity, elegance and transparency, but also a clear vision of the product inside, all with the greatest respect for sustainable principles.

 

 

 

Yuka - the bright orange mini tomato, weighing on average 20-25 grams - is the first product in the Ikygai range to be presented in Berlin. Firm and slightly crunchy fruit, fruity flavor and remarkable sweetness.

 

 

 

On the Top Seeds International stand (City Cube, Hall B - C05), a Japanese chef offers visitors a series of dishes created with Yuka.