James Kfouri On Hero Brand Wonderful Pistachios Trilingual Move
4 minutes read
Introduction by: Peter Marshall
Our second interview this year with James Kfouri, Director of Sales, Oceania, SE Asia, CaSA and Global Travel Retail at Wonderful Pistachios. This great brand is going trilingual and there are very strong commercial reasons for doing so, as James outlines.
Peter Marshall (PM): James, welcome back to TRunblocked.com. Can we just start this conversation by you telling us how the first six months of the year has performed for Wonderful Pistachios?
James Kfouri (JK): Wonderful Pistachios has demonstrated remarkable performance in the first half of this year, achieving strong global sales and experiencing growth in both travel retail and domestic markets worldwide.
The expansion in travel retail has been significantly supported by the regional listing with Avolta in the Caribbean, South, and Central American markets. This marks the first official introduction of the Wonderful Pistachios brand in many of these regions, thereby reaching a new consumer base that has not previously been exposed to pistachios or the Wonderful brand.
PM: You’ve just announced that you are moving into trilingual packaging. Was this the direct result of consumer research you conducted and what is the key rationale behind this move?
JK: Yes. Wonderful Pistachios has just announced that we are moving into trilingual packaging available for U.S. distributors shipping outside of the country, and International distributors shipping to international retailers. Rather than research, this is a result of talking to our retail customers and listening to what they think might better our ability to reach consumers in new markets. Introducing Spanish and Portuguese to the existing English packaging allows us to reach nearly all of the North and South American markets.
PM: Which packs are affected and how exactly are you rolling out the change?
JK: Products that are now offered in Wonderful Pistachios new trilingual packaging include some of our top international sellers for on-the-go snacking. These include our 5-ounce In-Shell Roasted & Salted, as well as 2.25-ounce bags of No Shells in the Roasted & Salted, Honey Roasted, and Chili Roasted varieties.
PM: So when will Travel Retail have first sight of delivery of the new packs?
JK: The newly introduced trilingual packs of Wonderful Pistachios, launched in June this year, are already making their way into the market and have received highly favorable initial feedback from consumers. This positive reception is an encouraging sign of the product’s potential success. However, the complete rollout of these trilingual Wonderful Pistachios bags will be a gradual process, anticipated to span several months.
This extended timeline allows us to thoroughly finalize local registrations and meet the demand generated by new orders. By adopting a strategic phased implementation approach, we ensure full compliance with diverse regional regulatory requirements, while also optimizing our market penetration efforts. This methodical rollout not only mitigates potential risks but also maximizes our ability to effectively reach and serve a broader customer base.
PM: Are there any changes to the packs themselves – in recipe, in design and of course, importantly, in cost?
JK: Aside from making a switch to having trilingual packaging on these top-selling Wonderful Pistachios varieties, we have not made additional changes to our iconic bag design, award-winning product recipes or the cost of our products.
PM: Wonderful Pistachios is a hero brand. You would not be moving to tri-lingual packs without good commercial reasons. What benefits do you see for retailers?
JK: The strategic transition to trilingual packaging primarily aims to enhance the consumer experience, particularly as Wonderful Pistachios expands into new markets. By offering packaging that clearly communicates product details in multiple languages, we ensure that consumers fully understand the product’s contents and benefits. This approach not only facilitates consumer education but also introduces the product in a convenient trial-size pack, encouraging initial purchases and fostering brand familiarity before consumers commit to larger sizes.
Moreover, this strategy yields significant advantages for retailers. The increased consumer clarity and convenience drive higher initial sales, directly contributing to the retailer’s revenue growth. The adoption of trilingual packaging serves as a mutually beneficial initiative, strengthening consumer engagement and boosting retail performance, ultimately leading to a more robust and profitable market presence for Wonderful Pistachios.
PM: And what about your own commercial expectations? Do you expect wider reach as a result of this move, combined with increased sales?
JK: As a result of switching to trilingual packaging on these SKUs of Wonderful Pistachios, we do expect a wider reach and are optimistic it will result in increased sales as well. As part of what we call the “relentless pursuit of everywhere,” Wonderful Pistachios is constantly exploring, testing and learning of new ways to expand our footprint. We feel this new packaging will open new doors and dramatically increase our visibility and reach with Spanish and Portuguese speaking markets that we did not have as strong a foothold in before.
PM: So, if you could say three things that best summarised the introduction of the trilingual packs, what would they be?
JK: The release of the Wonderful Pistachios trilingual packs will hopefully open the brand to a new international audience as part of our “relentless pursuit of everywhere.” It’s our mission at Wonderful to make the world a healthier place, and this is a great step in that direction.
- These tri-lingual packs of Wonderful Pistachios enhance our brand’s ability to connect with new consumers outside of the U.S. while using that iconic packaging from where the brand first originated.
- This new packaging was also implemented to prevent unauthorized sales in grey markets. It aims to maintain positive relationships with key distributors and customers.
PM: One last question, James, do you have any other initiatives or product launches you can announce today before TFWA Cannes?
JK: At this time, we don’t have any other initiatives or product launches we can announce yet. At Wonderful Pistachios we’re always researching flavour innovation, because the introduction of new flavours are proven to drive incremental sales to the snack nut category. We hope to be able to share more news on that soon, and in the meantime look forward to our participation at TFWA Cannes. The event provides us with a chance to have valuable, face-to-face conversations with our existing customers and showcase Wonderful Pistachios full range of product that we have available.
