Crunshella®: bringing new energy to the lettuce category

A new way to enjoy lettuce

In a mature lettuce market, true innovation is rare. Yet some products manage to create excitement throughout the entire value chain, from growers and retailers to foodservice professionals and consumers. Crunshella®, the distinctive mini lettuce developed by Rijk Zwaan and grown by a network of dedicated partners across Europe, is proving to be one of those success stories.

Combining the best characteristics of iceberg and romaine lettuce, Crunshella stands out with its naturally sweet flavour, exceptional crunch and unique spoon-shaped leaves. But according to growers and market partners, its true value goes far beyond those characteristics.

“Crunshella brings something the lettuce category has been missing: a completely new way to enjoy lettuce,” explains José Carlos Gómez, Commercial Director at El Dulze Growers.

Rather than simply offering another lettuce variety, Crunshella creates new consumption moments. Its versatile leaves can be enjoyed in salads, used as wraps, served as tapas or even function as a natural edible spoon for appetisers and finger foods. In doing so, it helps connect the lettuce category to growing consumer trends such as healthy snacking, convenience and experiential eating.

Creating value through differentiation

According to José Cánovas Ruiz, CEO and Commercial Director of Fruca Marketing, this uniqueness is exactly what makes the concept stand out.

"Crunshella elevates the lettuce category by positioning it firmly within the premium segment. Its distinctive shape, exceptional texture and outstanding flavour set it apart from other lettuce varieties, making it a truly differentiated product."

For retailers, Crunshella offers an opportunity to bring innovation and added value to the shelf. For consumers, it introduces a fresh eating experience that combines flavour, texture and versatility.

Experience makes the difference

While retailers and foodservice operators quickly recognise the benefits, building consumer awareness remains an important focus. Partners throughout the chain continue to invest in communication, sampling and in-store activation to encourage consumers to experience the product firsthand.

This hands-on approach is essential because Crunshella's biggest strengths are best understood through experience. Consumers immediately appreciate the signature crunch, natural sweetness and versatility once they taste it.

The challenge is helping consumers move from asking "What is this lettuce?" to understanding all the ways they can enjoy it.

Growing together across the chain

Collaboration has been a key ingredient in the success of Crunshella. Growers, marketers, retailers and Rijk Zwaan work closely together to ensure consistent quality, reliable availability and a clear value proposition throughout the chain.

From product tastings and retail promotions to social media campaigns and new serving ideas, partners continue to join forces to strengthen the concept and increase its visibility.

For Alberto Cuadrado Salmerón, Client Manager Chain at Rijk Zwaan, that collaboration is closely linked to changing consumer expectations.

"Today's consumers are looking for vegetables that combine convenience, flavour and versatility. Crunshella answers all three needs. It offers a unique eating experience while helping retailers and foodservice operators create attractive, healthy meal concepts that stand out."

Inspiring retailers and foodservice professionals

The foodservice market offers particularly exciting opportunities. Thanks to its naturally spoon-shaped, sturdy leaves, Crunshella becomes more than just an ingredient. It becomes a presentation tool that allows chefs to create visually appealing dishes while delivering a fresh and crunchy eating experience. Its versatility enables a wide range of applications, from salads and wraps to appetisers, tapas and sharing concepts. This opens up new opportunities for both retailers and foodservice operators looking to inspire consumers with healthier and more creative vegetable solutions.  

Building a recognisable brand

To further support the concept's growth, Crunshella recently introduced a renewed brand identity. The new name combines the product's defining attributes, exceptional crunch and its shell-shaped leaf, into a distinctive brand that helps consumers immediately recognise its unique benefits: crunchy, sweet, fresh, versatile and fun. As awareness continues to grow, partners across the chain share one ambition: transforming Crunshella from an exciting discovery into a regular shopping choice.

Discover Crunshella at Fruit Attraction

Want to experience Crunshella's crunch, versatility and category growth potential firsthand? Visit Rijk Zwaan at Fruit Attraction in Madrid, Hall 9, Stand D23, and discover how Crunshella is helping retailers, growers and foodservice professionals bring new energy to the lettuce category.

You can also find Crunshella at the stands of our partners:

• JimboFresh – Hall 7, Stand C01

• Fruca Marketing – Hall 7, Stand C08

• El Dulze Growers – Hall 10, Stand D01