Pure Flavor®'s Chris Veillon Discusses Cloud 9® Bite-Sized Fruity Tomatoes Launch and Subsequent Demand
- by Melissa De Leon Chavez
LEAMINGTON, ON - Since its launch in early February of this year, Cloud 9® Bite-Sized Fruity Tomatoes have sold out, returned, and earned Pure Flavor® two prestigious awards: the 2021 International Taste Institute’s Superior Taste Award and Chef’s Best® Excellence Award.
“At launch, there was a very limited release of Cloud 9 Tomatoes and we quickly realized that there was indeed a very strong demand for them. We’ve set the Cloud 9 standard very high, with strict selection criteria because we want to make sure that consumers enjoy the sweetness they crave and quality they deserve in every pack. The result of that process is great quality and consistency, but also limited availability. We were quickly sold out with our major national retail partners,” Chris Veillon, Chief Marketing Officer, shares.
Because of this overwhelming response, Pure Flavor made significant investments in increasing its overall acreage to meet the surging demand.
“When we are out—we are out! There is no substituting, we need to maintain product and brand integrity to ensure that repeat sale from the consumer,” Chris says. “Consumers have shown us they care deeply about consistency, quality, and flavor. With Cloud 9 Tomatoes, the very characteristics that set them apart are indicators of that consistent quality and satisfying flavor.”
These are a result of in-house research and development over the better part of two years, ensuring the eating experience was perfectly consistent in every bite and every pack, year-round. The team took so much care to ensure that it went to the one demographic it could be sure would give critical feedback—children.
“In late 2019, we gave Cloud 9 Tomatoes to elementary school-aged kids because we knew we could count on them for their very honest and direct feedback. Their faces lit up with excitement when they tasted these fruity tomatoes, comparing them to fruit and—believe it or not—even candy! The unique fruity flavor has also made them a favorite specialty ingredient for chefs who are looking for that right combination of sweet and savory,” Chris explains, sharing that even before being tasted the Cloud 9’s color hints at its eating experience.
Deep burgundy with a distinct teardrop shape, Cloud 9 Tomatoes are every bit as intentional as they are memorable.
“Everything about them looks and tastes special because each is grown with precision by our expert growers and only the best are picked. We are constantly trialing new varieties in our greenhouses located in various regions across Canada, the U.S., and Mexico. When we first tasted the Cloud 9 variety, we knew we had found something extraordinary in its unique, fruity flavor,” Chris recalls, saying the opportunity was clear from then on. “With the right precisely controlled greenhouse conditions, this could be a category redefining product that changes consumers’ expectations of what a snacking tomato should be.”
Cloud 9 Bite-Sized Fruity Tomatoes are a perfect snack for those with a sweet tooth, in all aspects except that one is assuredly not enough. A unique option as the snacking category continues to rise, it will be interesting to see how high this cloud continues to float.