Eminent launches new pepper variety on the Dutch market

Since mid-April, a new type of sweet pepper has been available at 800 Albert Heijn stores in the Netherlands. This is Sweet Crunchino®, a new pepper variety developed by Eminent Seeds. The packaging proudly displays the phrase 'extra sweet flavor,' along with the brand name—an uncommon feature in a market where branded produce is relatively rare.

Sweet Crunchino is a noteworthy innovation. This elongated pepper stands out for its unique texture, rich flavor profile, and vibrant color combination. The difference is especially clear when you taste a Crunchino after eating a standard pointed pepper or another snack pepper variety.

"It is special that we can introduce something unique to the pepper shelf, where the variety is not as extensive as in tomatoes," says Roy van Kester, Sales Manager at Eminent Seeds. "Alongside sweet peppers, we also focus on breeding cherry tomatoes. This is an area where we plan to make our presence known in the coming years."

© Eminent SeedsRoy van Kester and Kevin Valk at the Albert Heijn in Honselersdijk

Major introduction in the Netherlands
Eminent Seeds is launching Sweet Crunchino in the Netherlands in three colors: orange, olive green, and brown. The cultivation and marketing of the Crunchino are managed by Kwekerij Roodpunt and Kwekerij Red Energy. After harvesting and packaging, the peppers reach Albert Heijn stores via Bakker Barendrecht. Although the Crunchino is grown using techniques similar to those for pointed peppers, it has its own distinct characteristics.

The breeding company is proud that this major retailer has chosen Sweet Crunchino, following its international debut last year. In North America, where it is known as Sweet Snaps, the pepper is available at several major retailers year-round, thanks to cultivation in Canada and Mexico.

© Eminent Seeds"You've struck gold here"
It was a North American customer who, seeking "something new," initiated this product's market launch, explains Kevin Valk, Senior Breeder for peppers. "When customers visit, they often ask about new options. On this occasion, I showed them a corner at the back of the greenhouse where the brown version of what is now Sweet Crunchino was growing. The customer took a bite, sat down, and went silent. 'You've struck gold here,' they said. That was the green light for us to begin further development."

The process began with a single plant—one with elongated, crunchy fruits that became the foundation of Eminent Seeds' new pepper concept: Sweet Crunchino. But how do you determine the perfect Crunchino? "Rather than deciding this ourselves, we involved our end customers," Roy explains. "We invited a retailer and a grower to the greenhouse with one task: choose the fruit you believe is perfect for the Crunchino concept. Remarkably, both independently chose the same type of fruit, confirming that we had something special—a pepper that seamlessly meets the expectations of both growers and retailers."

Initial trials were conducted in 2023 in the Netherlands and Canada, leading to a selection of varieties. In 2024, the first large-scale commercial cultivation took place, and in 2025, Albert Heijn became the product's Dutch retail partner.

© Eminent Seeds
The orange Crunchino. For the European market, experience has also been gained with a winter crop in Morocco, and the variety has also been grown in Turkey. "With the same genetics, you can grow well in different climate conditions," breeder Kevin knows.

Next steps
The fact that Crunchino is now also on Dutch shelves is a source of pride for the breeding company. After all, what could be better than being able to point someone to a nearby supermarket where a product representing years of work is now available?

Meanwhile, breeder Kevin is already moving on. "We've only just begun. For me, the fun starts now." His focus includes developing red and yellow varieties for the European market, where North America and Australia already offer them, and introducing additional disease resistance in commercial varieties, targeted for the first quarter of 2026.

In addition to its striking colors, the Crunchino is easily recognized by its ribbed skin and sometimes twisted shape. The peppers have an average weight of 60 grams, are thin-skinned but maintain excellent shelf life due to careful selection, Kevin explains. Another unique feature is the soft seeds, which are barely noticeable, making Crunchino perfect as an on-the-go snack or as an easy addition to salads.

The Sweet Crunchino has already earned recognition, including a maximum 3-star rating from the Superior Taste Award. At Eminent Seeds, they hope that many Dutch consumers will discover this new product at their local Albert Heijn this year. "With a product featuring new colors, it can sometimes be challenging," Roy admits. "But last year, we saw that repeat purchases were strong." Crunchino is now available at more than 10 retailers worldwide.