With transparent packaging shaped like a raspberry and a lid reminiscent of a strawberry stem, the 'Berry Bowl' was launched at Fruit Attraction in Madrid yesterday.

The initiative is the result of a collaborative project between Spanish growers Plus Berries, Bonafrut and Lujovi, with plans for distribution throughout Europe.

Jose Antonio Martin of Agromartin, one of Plus Berries' grower partners, told www.freshfruitportal.com the 'Berry Bowl' had been in the works for about a year.

Jose Antonio Martin during the product launch at Fruit Attraction in Madrid.

"The Berry Bowl differentiates itself from all the other products in the market," Martin said.

"It has the form of a raspberry fruit, and additionally the lid has the particularity of having special ventilation. We are focused on a high quality product.

"It'll involve all types of berries except strawberries because they don't fit - raspberries, blackberries and blueberries are strengthened by this 125g product, in boxes with eight."

He said for now the Berry Bowl would only involve fruit from its grower-owners in Spain, but the group would be able to source from complementary sources upon customer requests.

www.freshfruitportal.com