We introduced an actual product: SUPERSAUCE. Made of 100% fresh vegetables. It comes in three different colors / flavors. Red, White and Orange. Made of pure organic beetroot, carrot and parsnip. Eat more vegetables with vegetables! It does sound silly, but it works.

SUPERSAUCE makes eating greens fun and maybe even more important, make vegetables also taste so much better, that children will eat their sprouts and beans without hesitation.

The SUPERSAUCE packages are designed in Superhero-style to be attractive for children. The different varieties are named after their colors for a special reason: we want to keep the ingredients a secret. In this way we won’t scare off the kids and at the same time, we’ll be getting them to eat more vegetables with vegetables, without even knowing it.

After tasting sessions at PLUS, SUPERSAUCE was actually introduced in the supermarket, in a special display to keep it fresh for at least 5 weeks after purchase.

The introduction campaign ran in various media: instore, via PR in local and national press, DM, the company’s website and through online video and TV.

Because of the two different target groups and approaches, two separate copies of the commercials ran in different timeslots:

- A version on daytime kid’s channel, focused on the great taste of SUPERSAUCE and the fun experience with the Superhero bottles. We don’t mention the ingredients to avoid scaring them off.

- In the late evening a different copy is aired, especially for parents, with a more serious tone-of-voice, addressing the problem and emphasizing the healthy ingredients.

After a successful test period PLUS has decided to keep SUPERSAUCE listed under their own private label in their supermarkets throughout the country.

SUPERSAUCE has been introduced under private label to enhance its position as supermarket that stands for good food, for everyone, everyday.

PLUS has decided to keep SUPERSAUCE listed after 2017.

The positive press coverage contributed to PLUS being announced as Fresh Supermarket of the Year 2016 and Responsible Supermarket of the Year 2016 in the Netherlands.