After the acquisition of La Place, Jumbo was able to benefit from the strong La Place brand and introduce well-known, high-quality products to its shelves. For example, La Place's famous herb cream cheese and sausage rolls are now also available in the supermarket.

One-trick ponies are hot
Outside the supermarkets, you can also see other great examples of food storytelling emerging in the Netherlands. They may seem a bit like 'one-trick ponies' - companies with a concept that looks like they can only do one trick, but it's a trick that the consumer really appreciates.

From The Avocado Show to the Pindakaaswinkel (Peanut Butter Shop) to the Yogurt Barn, the consumer wants food with a story. They can be stories about the transparency of the production process, about the origin, the impact on your health or the environment, the technological innovation, or simply about the tradition. What is important is the credibility and the 'proof' in the form of the food.

The story of Sergio and his culinary chips adventure
Nowadays, more and more star chefs are making an excursion to up-market fast food. The concept is often based on the best ingredients, without preservatives and in an instagrammable interior. With his Frites Atelier (Chips Studio), Sergio Herman, the star chef from Zeeland, created a major storytelling concept. The interior was designed by none less than Piet Boon, and Sergio himself created the recipes. Yes, 'recipes' is the right word here, because we're not talking about ordinary chips. When Sergio himself talked about his new culinary challenge, he said that he “tested and tasted potatoes for over a year and a half, with only one goal, to prepare beautiful, tasty chips with sensational toppings.”

The customer experience is completed by the way the story is communicated in a leaflet: the saleswoman with the black gloves and her story about the particular potato chosen, seeing how the chips are fried, dishing up, and grating the cheese.
This is a feast in every sense! And not just for the marketer.

Do you want to know more about this trend? Then you should contact Erica Twigt, erica.twigt@kega.nl  or +31 (0)252 750275.