Company
about Danish selecion – Fruit Spreads
FACTS about DANISH selecION
“Strawberry cellar”
The Danish selecion brand was established in 1834 by the “Strawberry cellar” - which at that time was located in Copenhagen on the very famous 'Strøget', which is the world’s longest pedestrian street
The “Strawberry basement” was the place wher people from Copenhagen and the provinces came to buy carefully picked, fresh, berries and fruits. In an adjacent summer restaurant the customers could buy coffee, tea, homemade ice cream, fruit desserts and layer cakes.
The original recipe
After 1922 the summer restaurant began to stay open all the year round – serving strawberries and cream when in season and stewed fruit with thickening and cream at other times. In the following years a jam factory was established, in which jam was produced and sold in old-fashion jam jars with brown and white labels – just like today.
The production consisted of a very gentle handling of the berries in open kettels, according to the “strawberry cellar” original recipe – a production method which is reflected in today’s jam manufacturing proces.
From 1979 'The Danish Selection' has been used as a trade mark for the popular jam.
about Danish Selection – Fruit Spreads
Strong growing brand
Updates for Danish Selection
July
August
3. Event Marketing – Participating as a sponsor for Wesley Methodist Food Fair 30th August
September
4. Official Media & Food Industry Launch
5. Exclusive Joint Promotion
Oct
6. Special Promotion amongst Grocery retailers outlets with expatriate magazines
Nov/Dec
7. Christmas special promotion
8. Advertisement Media Investment – confirmed in December
Event Objective
Proposed Date : 2 September 2008, Tuesday
Proposed Event time : 10.30 – 12.30
Target Audience : Food Media., Food Industry
Event : DANISH SELECTION LAUNCH
Format : Brunch Presentation
Event date : 9 September 2008 Tues 10.30 – 12.30
Setup date : 9 September 2008 7.30 – 9.30
Venue : Royal Copenhagen
Guest pax : 50-60 pax
Programme Highlights
1. Danish Embassy Speech
2. Renowned Danish Pastry Chef & Special Creation
3. Product Sampling through New Recipes/ways of brunch with Danish Selection Jam 3 different “stations”
4. Royal Copenhagen & Danish Selection Joint Offerings
Setup
Theme : WHITE
Key Installation : A TASTING Bar setup of pastry offerings specially made with Danish selections Spreads
Key Areas : Guest mingling area, Simple Display installation,
The strengths of Danish Selection Jam spreads.
· Established in 1834 based on old Danish traditions and original recipes.
· A large content of whole first-class berries and fruit pieces that emphasizes the natural fruit taste.
· Prepared without boiling to preserve consistency flavor and freshness with a genuine home-made taste.
· Launched as a delicacy because of the fruity flavour supported by the low sugar content compared to traditional high sugar jam.
· The wide assortment offers the consumers a variety of well-known as well as exotic jams.
