Truffles have always been the preserve of the elite; a much-revered ingredient that commands a high price. Now, new brand Be Truffle is set to disrupt the sector with a range of affordable truffle products that are accessible to all.
In addition to the standard truffle influenced store cupboard essentials, the portfolio includes a number of innovative sauces and condiments, which offer a revolutionary "truffle take" on traditional British and Asian favourites.
Commanding a luxury positioning, truffles are an iconic ingredient amongst chefs and foodie elite, and often out of reach to the average shopper. Be Truffle is on a mission to remove these barriers to purchase, offering a range of quality products with a more cost- effective proposition that will introduce the unique world of truffle-based goods to a wider and younger target audience.
The collection of 32 high quality truffle-inspired products is not only pioneering a new price point for truffle related goods, it also introduces a light-hearted, cartoon-style brand persona, marking a dramatic departure from other brands operating in the sector where conservative indulgence and luxury preside as the priority brand equities. As a result, the bright, eye-catching, humorous packaging creates natural shelf shout, setting it apart from its competitors.
Be Truffle is setting out to inspire a broader demographic of cooks to start experimenting with truffle in their dishes. The ultimate umami fusion food, truffles sit well within a whole range of cuisines from Indian to Chinese, South East Asian to European, helping to totally elevate a dish, whatever the cooking style. As such, Be Truffle products will be promoted as the new go-to store cupboard staple for connoisseurs of great tasting food.
Be Truffle sources its truffles from Italy and the new range includes everything from sliced and whole truffle, truffle butter, truffle honey, truffle salts, truffle powder and truffle-infused olive oils. Unlike other truffle ranges, the brand stands out from the crowd by also injecting new life into everyday sauces such as mayonnaise, ketchup, BBQ, sweet chili, soy and mustard – blending in the perfect amount of truffle. Prices start at £2.50 and Be Truffle products will be available to all retailers nationwide, with each SKU available in a range of sizes to suit all needs.
“We are delighted to bring this inventive selection of truffle products to the UK market for the first time. Developed with truffle specialists in Italy, Be Truffle contains quality truffles and truffle aroma, representing a whole new category of truffle goods. The range represents an exciting proposition for any retailer looking to offer its customers the very latest in product innovation, with Be Truffle providing a refreshing new approach to the consumption of truffles, moving it away from the exclusive realms of fine cuisine towards a more relaxed, at home dining experience.” says Mr Christian di Tata, General Manager for Be Truffle.
The brand will be supported by a comprehensive marketing campaign, including PR, social media, sampling and trade & consumer events.