Kellogg's is launching a totally new fruit snack brand called FruitaBü that is not only set to revolutionise the fruit snacks category but also contribute towards the way consumers get their ‘5 a day'. Appearing on shelves in January, the products in the new range all contain one portion of fruit per serving with no added sugar, artificial colours or flavours. They're made entirely from fruit & fruit juice and qualify to carry the department of health's ‘5 A Day' logo on packaging.
The first products to be launched in the FruitaBü range will be Apple Crisps and Fruit Juicies. The Apple Crisps are crispy, crunchy slices of apple and will be available in three flavours - Apple, Apple with natural Strawberry flavour and Apple with natural Blackcurrant flavour.
Fruit Juicies are whole fruits soaked in fruit juice and gently air-dried to produce a fruit snack bursting with fruit flavour. Fruit Juicies will be available in Juicy Very Cherry, Juicy Super Berry and Juicy Blackcurrant Boost varieties.
The launch comes at a time when only 25% of adults and 17% of children are eating enough fruit and vegetables (1). Jean-Yves Heude, Kellogg's General Manager of Snacks and Convenience comments, "With massive government and retailer campaigns to encourage the nation to adopt healthier eating patterns, consumers are looking for easier ways to eat their ‘5 a day'. In fact, 70% of consumers are trying to eat more fruit (2) and Kellogg's is committed to continually helping retailers find solutions to consumer needs".
Kellogg's research found that busy lifestyles mean people are struggling to eat enough fruit. Consumer feedback is that they want a convenient and portable way of getting their five a day - whilst Fruitabu will never replace fresh fruit it offers consumers new ways to help get their ‘5 a day' and always promises 1 portion of fruit per pack.
UK Sales Director, Kevin Brownsey, explains why this product will be a success and what this innovation will mean for retailers, "This is a highly significant launch from Kellogg's that offers huge opportunity for retailers. Healthy eating and convenience are top of consumers' shopping lists at present. They want fuss-free, tasty products that deliver real health benefits. FruitaBü makes fruit easy - it is one of very few products made entirely of fruit that qualifies for the government's the ‘5 a day' logo. At a glance, consumers will know that this product will provide a portion of fruit and taste great".
Support for FruitaBü will begin with a PR, sampling and advertising campaign in early 2008. The Apple Crisps and Fruit Juicies will initially be available in single formats.
ENDS
Notes to Editors:
1. NHS Information Centre
2. Oxford Quantitative Research 2006
Apple Crisps will cost 69p per 14g pack
Fruit Juicies will cost 69p per 29g pack
Tags:
snacking fruit Fruitabu