Fruitus Relaunches with Extended Range and New Packaging

The inclusion of a unique new ‘Fruitus tree’ brand icon and use of recycled card for cartons and display outers underlines the brands ‘seriously fruity’ and organic credentials.

18/02/08 Big news for the category, the brand has been extended and re-packaged to consolidate its position and provide a strong platform for future growth and brand development.

Boasting a new design that features bold, clear branding and rich fruit colours on a natural cream background, Fruitus now offers a much broader and more comprehensive fruit snacking offering that comprises moist fruit and oat bars and chewy fruit bites in a number of different varieties.

All products in the range contain a whole portion of fruit per pack and have no added sugar, artificial colours, flavours or preservatives.

The inclusion of a unique new ‘Fruitus tree’ brand icon and use of recycled card for cartons and display outers underlines the brands ‘seriously fruity’ and organic credentials.

Available in most major multiple retailers and health food stores, the launch is being supported by an extensive advertising and marketing campaign that is due to break in March.

The campaign includes national sampling, consumer PR and national press advertising across a range of Sunday supplements and monthly titles with advertising creative by newly appointed Principles Agency.

Glisten group marketing director, Dave Coulson, commented: “We are serious about fruit snacking and see Fruitus as a core brand going forward. Consumers continue to seek out convenient fruit snacks and there is an opportunity for a new generation of products that are seen as more natural and delicious.

“Within an increasingly crowded market we aim to create a unique family of fruit snacks under the Fruitus brand. As for the future, we have ambitions for a number of brands across the group, and have further development planned for Fruitus.”

Well known for their unique moist texture and taste, Fruitus moist organic fruit and oat bars are available in four varieties – Apricot, Apple, Mixed Berry, and the new ‘super fruits’ variant, Pomegranate and Blueberry.

They are available in 5 bar multi-pack cartons, at £1.85 RSP, and 24 bar counter display units for the independent trade and impulse fixtures. The individual bars are sold at 45p RSP per bar.

Fruitus chewy fruit bites are available in three varieties – Raspberry, Blackcurrant, and Apricot. They are available in single portion 25g bags, at 55p RSP, merchandised in 12 and 24 bag display units.