BOB takes the aisle: Behind Del Monte’s robot rollout and its fresh way to sell fruit

Fresh Del Monte’s first mobile and interactive robot was officially deployed at French hypermarket Intermarché at the beginning of the month. BOB took its first lap through the aisles of the retailer's southwestern suburb location in Gif-sur-Yvette on November 3 and will continue its run through the end of the year, the company says.

The rollout expands on a US test run that unexpectedly became an online sensation—a momentum that Del Monte aims to convert into a new tool for in-store produce marketing.

“By leveraging robotics, we can create a fun, modern, and memorable experience that not only promotes healthy eating but also supports our retail partners in driving sales through an innovative and youth-friendly approach,” a Del Monte spokesperson tells FreshFruitPortal.com.

Described as a “gentle robot that interacts with shoppers,” BOB hopes to prove that “innovation in the fresh produce aisle is not only possible but also could be impactful,” the firm says. 

From a viral US start to European debut

BOB first found fame in a now-viral video recorded in Illinois in late August. The footage prompted Del Monte’s European division to bring the concept to the Old Continent.

For the company, the online virality underscores just “how rare innovation is in the fresh produce sector, a category that truly needs modernization.”

“The images from September were part of a project originally launched by our colleagues in the US, which quickly gained traction thanks to its virality, success, and high level of consumer interaction,” the firm says. “Based on the outstanding results so far, we are optimistic about expanding this initiative to other European countries.”

After a successful debut in France, Del Monte expects to see BOB in more grocery stores across all markets, noting there's “significant potential.” 

“Our vision is for this type of activation to become increasingly widespread because it introduces a fresh, innovative approach to in-store engagement. Something that is often challenging in the fresh produce sector,” the firm adds.

Fruitful tech meets the shop floor

Measuring about 20.9 by 52 inches and weighing roughly 94.8 pounds, BOB can freely roam the produce section for nine hours. Thanks to its pre-programmed cruise mode, it stops at strategic points, such as the entrance, near the fresh produce section, and, of course, the checkout.

“The robot’s functionality is highly customizable—you can decide what it says and when,” Del Monte says. 

BOB uses AI-powered sensors to detect when a shopper is nearby, allowing them to interact by touching the screen. Retailer feedback, the company says, has been “extremely positive.”

“In fact, during the first week of activation at Gif-sur-Yvette, sales of pineapples and bananas increased significantly, proving the effectiveness of this initiative in driving both engagement and results,” the firm adds.

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