For Verstegen, we recently installed prototypes of a new self-service concept in the fresh produce aisle of two Albert Heijn supermarkets. Consumers can scoop herbs and spices themselves, choosing from 20 surprising mélanges. The lovely scents and beautiful colors create a compelling experience. Recipe cards for each mélange inspire consumers to create delicious meals. We helped Verstegen during the entire process from visualizing the first ideas to the realization of two fully functional wall-mounted units.

Dutch spices and herbs specialist Verstegen intended to launch a self-service concept for fresh produce aisles at retailers. In close collaboration with their team, we designed a modular system that suits different retail environments. Key was creating a unique consumer experience. For an authentic look and feel, we selected ‘woods and blacks.’ The system holds 20 containers with unique mixes of herbs & spices. Consumers’ senses get aroused by viewing 20 different color variations and experiencing the delicious scents when opening the transparent covers, scooping the blend of their choice. The cards with recipes complete their inspiration.

We enjoyed being part of the fast-paced design process. In close collaboration with Verstegen (and Albert Heijn), we developed the two prototypes. We visualized Verstegen’s first ideas, ensured that they were ‘retail proof,’ and designed the modular system. The experts of FLEX/prototyping made the prototypes, and together we installed them in the stores. Lead time: just four months.

Visit the Albert Heijn stores in Maastricht or Delft and try it yourself.