Melissa's is inviting consumers to embark on a Tropical Flight with its introduction of a retail program featuring all three dragon fruit varieties: white, red and yellow.
While consumers may be familiar with the vibrant red dragon fruit, the yellow variety remains a hidden gem for many, according to a news release. Melissa's says the fruit deserves a spotlight, not only for its exceptional taste but also for its distinct appearance, making it easier for shoppers to identify in the market.
Inspired by wine flights, where patrons experience a tasting flight of multiple varietals, the Tropical Flight program offers consumers the opportunity to discover the flavor profiles and vibrant colors of each dragon fruit variety.
"We're excited to introduce the Tropical Flight program and bring the full dragon fruit experience to consumers," Robert Schueller, director of public relations at Melissa's, said in the news release. "This innovative concept not only allows shoppers to explore the diverse world of dragon fruit, but it also helps them easily identify the yellow variety, which we believe to be the sweetest of the bunch."
Melissa's says it is offering sales and marketing resources to support the Tropical Flight launch:
- Displays — Melissa’s merchandisers will create eye-catching displays featuring all three dragon fruit varieties together with educational POS signage.
- Stickers — Retailers who offer sliced dragon fruit rounds in the cut fruit section for convenient, healthy snack options can use Melissa’s Tropical Flight stickers.
- Tropical Flight pack — This three-count pack includes one of each dragon fruit variety, making it easy for consumers to order online or grab and go when shopping in-store.
Dragon fruit varieties
Mellow in flavor but visually striking, dragon fruit, also known as a pitaya, comes in three colors; white, red and
yellow. This exotic cactus fruit has a delicately sweet and mildly acidic taste, reminiscent of watermelon, cactus
pear and kiwi. Tip: Dragon fruit flavor is more intense when it is cold and best enjoyed chilled, right out of the skin.
Here's more about the different varieties:
- White — pleasantly mild sweetness with cream-colored interior.
- Red — medium-high sugar content and deep burgundy-colored interior.
- Yellow — the sweetest of all varieties with a translucent white interior.