With the outward appearance of cantaloupe and the texture of watermelon, Waterloupe is a standout in the Melissa’s Produce lineup of high-quality, seasonal specialty melons, offering a new way to experience the pleasures of a perfect, juicy melon.
“I’ve tasted all the melons, and this is one of the most unique melons on the market,” says Kenny Kataoka, key accounts manager for Melissa’s Produce.
That uniqueness arrives at a time when consumer demand for premium and specialty melons continues to accelerate. Recent Circana retail scan data shows strong velocity gains among emerging melon varieties, highlighting growing shopper interest in premium melon offerings beyond the core assortment. Melissa’s says its melon program mirrored that momentum last year, posting a sales lift of 68% in the second quarter and 66% in the third quarter as shoppers increasingly sought out premium and differentiated melon experiences.
To help retailers capitalize on that growth, Melissa’s Waterloupe is now packed in a premium one-count vexar bag featuring a scannable UPC. Melissa’s says the attractive presentation reinforces the melon’s premium positioning while helping ensure proper ring at checkout, making it easy for shoppers to identify this unique variety and simple for retailers to merchandise.
Melissa’s Waterloupe features a familiar green outer rind with dense cream netting. It is oblong versus round and have the perfumed, floral aroma of a husk melon. The insides reveal bright orange-yellow flesh with a wide seed cavity, but unlike cantaloupes, which have smooth, dense flesh, Waterloupe flesh is crisp and juicy.
“With the flavor of a sweet, orange-fleshed melon and the texture of watermelon, Waterloupe is the best of both in one,” says Robert Schueller, director of public relations for Melissa’s Produce. “These newer varieties are trending as a favorite among consumers for their sweet taste and unique texture.”
Grown in the U.S. and available June through October, Melissa’s says Waterloupes are hand-selected for peak quality and freshness. This year’s extended season gives retailers a premium specialty melon option throughout the summer and fall while helping to sustain excitement in the melon category.
