Woolworths introduces edible valentine’s bouquet

NEW ZEALAND – This Valentine’s Day, Woolworths Group (Australia) is offering a unique alternative to traditional flower bouquets with an arrangement that combines fresh ingredients and a practical meal option.

The “Fresh Bouquet” features basil, ripe tomatoes, and spaghetti, creating a thoughtful combination of romance and utility.

The idea behind this bouquet is to provide a meaningful gift that not only looks good but also serves a purpose.

Woolworths has already seen an overwhelming response to this creative offering. More than 50,000 of these bouquets were sold during Valentine’s Week, which is nearly ten times the usual number sold in a typical week.

Statistics show that about 75 percent of flower buyers on Valentine’s Day are men, with many making this their only flower purchase of the year.

Traditionally, red roses have remained the top seller during this period, with bouquet sales on Valentine’s Day alone being 15 times higher than on an average day. However, Woolworths’ new approach presents an alternative that could shift consumer habits.

“At Woolworths, we’re all about fresh and keen to see what people think of our new Fresh Bouquet,” said Ryan McMullen, Woolworths’ General Manager of Fruit and Veg.

“We’ll be listening closely, and if there’s good feedback on this limited-time offer, you might just find a new type of bouquet in your local store next Valentine’s.”

The Fresh Bouquet were available for free in limited numbers at Woolworths Metro Albert Street on February 12th and at Te Komititanga Plaza on February 13th and 14th.

The limited release aims to test the market and gather feedback on whether this type of bouquet could become a regular offering.

Consumer trends indicate a growing shift towards gifts that are both practical and sustainable. The fresh and edible gift sector is expanding as more buyers seek items that add value beyond aesthetics.

Recent data shows that the global gift market, which includes fresh and edible gifts, is valued at approximately US$62 billion.

Personalization is playing a major role in this shift, with 62% of consumers stating a preference for gifts that feel more personal and practical over traditional store-bought items.

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