BerryWorld and COOP Norway introduced BOOBerries™ to the chain's stores this month, a limited edition of blueberries that seeks to raise awareness about breast cancer and support Rosa sløyfe (Pink Ribbon) in Norway.

The initiative takes the message directly to the point of sale through packaging developed to highlight the importance of research, early detection and healthy lifestyle habits.

BOOBerries brings the campaign to the point of sale

The name BOOBerries plays on the phonetic similarity between blueberries and "boob." The concept is translated into a limited-edition pink package designed to promote the campaign in COOP stores.

The initiative is part of the activities that COOP Norway is carrying out during October in partnership with Rosa Sløyfe. The supermarket chain has been collaborating with the campaign for 20 years and this month is donating 1% of all its fruit and vegetable sales to the initiative. BerryWorld is making an additional contribution of €10.000.

© BerryWorld

An alliance to develop the berry category

BerryWorld and COOP Norway have been working together for several years on the development of the berry category, with seasonal concepts and snack formats aimed at attracting new consumers and boosting consumption.

For Elwin Sterrenburg, Head of Insights and Marketing at BerryWorld Netherlands, the initiative responds to the growing importance of health in purchasing decisions and allows a product integrated into a healthy diet to be linked to a message of social awareness. He explained that the collaboration with COOP aims both to support breast cancer research and to provide consumers with healthier alternatives.

From the retail sector, Mathias Opøien, Category Manager for Fruits and Vegetables at COOP Norway, noted that the company aims to integrate health, awareness, and fruit and vegetable consumption. In this context, BOOBerries allows them to bring the campaign to the point of sale and offer consumers a direct way to contribute to Rosa Sløyfe.

© BerryWorld