Rebranding fruit and veg

Fruit and vegetable consumption is in particular decline in western markets. We look at innovative solutions to reverse the trend.

Fruit and vegetable consumption is in particular decline in western markets, despite government campaigns stressing “five a day” or “two a day,” depending on the size of the recommended portions. Prepared foods manufacturers sense that a key way to promote fruits and vegetables, which are perceived as boring, to children in particular, is to bring some added value to them. This can come in the form of a highly illustrated packaging, a labeling aligning itself to a campaign or demonstrating a health claim, or simply bringing added value through a high convenience element.

Sangs Banff calls its UK orange juice drink One Fruit, with one portion equivalent to the fruit for one of the five a day. Brand design consultancy group Bryt created the first-ever fresh potato brand in the UK at the beginning of the summer. Bryt’s Potato Lovers are a range of high quality potatoes claimed to convey the passion that the producers and their customers share for perfect potatoes. Presenting fruit as an alternative snack is done by both Reichel Foods and Crunch Pak with the launches of sliced apples with a caramel dip. In France Zifru presents dehydrated apples in a snack pack. Attempts at meeting the key children’s market are made by Grimmway Foods (US) and Oriental Express (UK), through respectively using the cartoon characters Spongebob Squarepants with spinach and Scooby-Doo with peas and carrots. Meanwhile, as Innova reported earlier this year, a range of juices from The Juice Company aligned itself with Roald Dahl for The Charlie and the Chocolate Factory film.

Click here to download the matrix as a PDF file:

http://www.innovaanalysis.com/pdf/innov-by-giants.pdf