The seed range is aimed at newcomers to grow-your-own, and includes 66 of the most popular vegetable varieties and 10 easy to use seed mats and tapes. Packet backs offer simple, jargon-free instructions and a QR code links to further 'on the spot' advice from Domoney.
Packet fronts employ easy reference icons designed to sell the simplicity of the products. In store, the stand-alone range is displayed A to Z, and includes smaller pea and bean packets more suited to smaller scale growing and beginner gardeners than traditional pea and bean packaging.
The targeted range joins Mr Fothergill’s growing portfolio of retail seed concepts aimed at specific consumer groups and skill levels. Segmented ranging has increased market share for the Suffolk seed firm in recent years.
Mr Fothergill’s retail marketing manager Ian Cross said: "Beginner gardeners can be overwhelmed when faced with the full Mr Fothergill’s retail range for the first time. The David Domoney Get Growing range offers tried and tested vegetable varieties, backed by a trusted face of gardening. Newcomers can now make a quick and informed buying decision from a honed offering that is just for them. We’re increasingly seeing targeted ranges hitting the right spot with consumers, and our retail customers are seeing stronger sales as a result."
David Domoney added: "I am delighted to be working with the team at Mr Fothergill’s. Growing seeds is such great fun, and I want my range to encourage many more budding gardeners to get growing from seed. Whether garden experts or first-timers connecting with a plant, the moment seed germinates is a special experience that everyone should enjoy."
The David Domoney seed range joins an RHS endorsed AGM collection and a premium Optigrow treated seed range as Mr Fothergill’s launches for the 2018.
Meanwhile, with re-designed packaging and a new wooden display, the new-look Johnsons Little Gardeners range, launched in the 2017 season, has seen an increase of 19% in orders against the previous season.
Brand manager Helen Clayton said: "We are really pleased the updated display has created such an impact and proved to be so popular with our retailers and their customers. The message which comes across loud and clear on the stand is 'Learn - Grow - Fun' and every product in our Little Gardeners range encompasses these three elements."