10 Dec 2009 --- Britain's number one fruit brand, Del Monte, is baring all as it applies its market expertise to growing the prepared fruit category, with the launch of its new Naked Fruit range.

Providing consumers with a convenient way to enjoy the premium quality fruit they have come to expect from Del Monte, the Naked Fruit range includes a variety of fresh fruit that is pre-peeled, sliced and ready-to-eat, ideal for healthier ‘on the go' snacking and dining.

The consumer trend for snacking on the go is growing significantly, and today's pressures around healthy eating means fruit is increasingly in demand, and now accounts for one in every ten ‘on the go' UK snacking occasions.

Its popularity means that it is one of the few snacking areas in growth, and Del Monte aims to help the trade seize this opportunity and take advantage of the increasing trend towards healthy grazing, with the Del Monte Naked Fruit range.

James Harvey, managing director at Del Monte UK, said: "The Del Monte brand is synonymous with premium quality, great tasting fruit - a reputation which has been established through 100 years of heritage.

"We are now using this expertise to push the boundaries of the brand to appeal to the increasingly convenience-driven and health-focused needs of today's modern consumers.

"Although the prepared fruit category is worth £130 million, the consumer penetration is yet to reach the level of other prepared sectors, with only two in five consumers currently purchasing prepared fresh fruit even once a year.

"We feel this presents a significant opportunity for Del Monte and our customers, and we intend to lead from the front with the launch of the Naked Fruit range, and drive penetration via a brand that consumers trust."

The range, which includes Del Monte Gold Extra Sweet pineapple, orange, kiwi and melon products, will be available from January 2010, allowing customers to capitalise on the consumer trend for New Year detoxing and healthy eating.

The Del Monte Naked Fruit brand has already secured major listings with Asda and Budgens nationwide.