Tropical pepper Tatayoyo® conquers shelves: “Truly impressed by richer aroma”

At the forefront of innovation

“We strive to be different by doing things differently,” explains Andrea, who is responsible for business development within the Spanish fresh producer organization that is made up of 17 cooperatives. “That requires being at the forefront of new technological advancements at all levels of the organization, including new product development.”

Perfect for a wide range of dishes

“When we tasted Tatayoyo, we immediately saw it as a new concept,” she continues enthusiastically. “It has flavour notes of a tropical fruit, such as papaya, making it perfect to play around with in a wide range of dishes, whether in salads or as a stuffed vegetable. Plus I personally love the fact that it has very few seeds. Tatayoyo can be a great substitute for almost any type of pepper.”

Tenfold increase in production

Her enthusiasm for the new concept turned out to be well-founded. After starting with small trials a couple of seasons ago, UNICA has already increased its production of Tatayoyo tenfold compared to last year’s levels in response to the growing demand. It is positioned in a very similar way by all retail customers in Germany, Austria and Switzerland, which include LIDL.

Impressive flavour, sweetness and aroma

“We were truly impressed by the stronger flavour, more intense sweetness, and the richer aroma profile of Tatayoyo. It offers a completely new experience in the pepper category for our customers,” states Boyd Muijs, Vice President of Fresh Purchasing International at LIDL. For the eighth consecutive year, LIDL has been ranked Germany’s number one retailer in the ‘Discounter’ category for fresh produce.

Tatayoyo®

True partnership

LIDL’s successful introduction of Tatayoyo in Europe is the result of good collaborative relationships, he explains. “We highly value the close cooperation with Rijk Zwaan and the dedicated growers of UNICA and Sherpenhuizen who make it possible to bring this unique pepper to our shelves. It is a true partnership. Innovation is what drives us, inspiring our customers and helping us remain the number-one retailer in this key category across our stores,” continues Boyd.

A reliable and exciting new option

Every day, the LIDL team is fully committed to delivering on customers’ trust and appreciation by offering new options that are both reliable and exciting. Tatayoyo is a very good fit with this, says Andrea: “They present it as a versatile innovative ingredient, with a unique flavour and aroma. This year, the packaging features a clearer selling proposition, complete with a QR code that directs shoppers to a website with detailed product information.”

Joint marketing activities

Underlining their shared dedication to Tatayoyo’s sustained success, Rijk Zwaan and UNICA are collaborating with LIDL on joint marketing activities. “To continue educating consumers, we’re working together on a marketing campaign featuring recipe leaflets, advertising and the use of social media ambassadors,” adds Andrea. She puts a high value on this collaborative approach, which extends from top management to technicians. “We’re pleased that Rijk Zwaan consistently recognises UNICA as a leader in product innovation. We have an open-book partnership, as part of which we share information to ensure our projects – including our partnership with LIDL – reach their full potential.”

At Rijk Zwaan, we aim to create a sustainable, positive impact for the world’s food supply by caring for innovation, caring for our partners, and caring for your growth. Visit our team in Hall 1.2, D-13 at Fruit Logistica 2025 to explore how our commitment to care can help you thrive in today’s ever-evolving market. You can also arrange a guided tour in the Retail Centre in Berlin – our company’s very own retail experience facility.

Tatayoyo® in the pepper category