The Seville-based company Royal has long been one of the first to launch its stone fruit campaign. Since April, it has been present in various markets with its early-season peaches and nectarines, offering the same flavour consumers have come to expect.
Despite challenging weather conditions, which delayed the start of the campaign by a few days, Royal has managed to achieve both volume and calibre, meeting the high standards it sets for its produce.
Peaches, nectarines, the upcoming Royal Sanguine® (its red-fleshed nectarine), and the interspecific Metis® and Pluot® (which will feature new developments this year) will take centre stage in European retail shelves—where consistency is increasingly valued, especially the taste that defines Royal fruit from start to finish of the season.
New packaging
In 2025, Royal introduces the first packaging in the stone fruit market to visually differentiate the flesh colour of the fruit inside:
Yellow for yellow-flesh nectarines and peaches
Beige for white-flesh variants
Deep red for the innovative Royal Sanguine®
This strategy not only strengthens brand identity, but also helps consumers quickly identify their favourite fruit. It is accompanied by enhanced sustainability measures: all packaging is 100% recyclable, using biodegradable paper and cardboard.
As Pascal Boutin, Royal’s CEO, explains:
“We want to bring the Sevillian sunshine and the vibrant colours of our fruits to retail shelves around the world. This is a bold move to differentiate and highlight the value of our products, making it easier for consumers to recognise our brand—and more importantly, to identify the fruit they want.”
RELATED NEWS: Some European stone fruit forecasts should be “taken with a pinch of salt”
To achieve this, the company has designed a strategic visual framework based on traditional agricultural values, with original illustrations over 50 years old, and a carefully selected colour palette representing the fruit’s flesh tone at peak ripeness.
Wooden and cardboard boxes, paper stickers, labels… all visual tools made from compostable, natural, and 100% recyclable materials.
Royal plans to re-evolve all its packaging and fully implement this new visual and sustainable strategy, aiming to become one of the leading companies in eco-friendly branding tools.
