king company Urban Fruit has launched a vibrant redesign into market, targeted directly at the younger demographic that it has helped bring into the category.The brand has also released new of two new recipes joining the bunch this April.
Founding Partner Giles Brook said: “We launched Urban Fruit to give consumers the genuinely healthy snack that they were asking for and to make fruit snacking simpler and more engaging- both in terms of the product that was made, and the way that we spoke.
“From the outset we wanted to show consumers that fruit snacking was anything but ‘dry’- our approach has brought a younger demographic and families into the category.”
The redesign was built around this younger demographic, focussing on a simple, striking design that would deliver taste and standout to the category, whilst also communicating the brand’s point of difference.
Working directly with over 200 farmers, rather than via distributors, the brand has focussed on baking techniques to ensure that the fruit retains its natural goodness.
Picking fruit that is ripe, and then baking at low temperatures, rather than blasting, ensures that the natural nutrients of the fruit are maintained.
As the brand who first launched baked fruits such as strawberries, blackcurrants and raspberries into the category, this week Urban Fruit widens its portfolio as two new recipes are launched.
It’s ‘Fruit of the Season’ sees baby bananas join the bunch- described as ‘banoffee without the guilt’- whilst it’s new ‘Super’ recipe is a blueberry & blackcurrant mix naturally high in anti-oxidants.
These two new recipes join the existing range of Mango, Pineapple, Strawberry, Cherry, Apple & Pear, and Apricots.
Supporting the NPD and redesign will be a wide scale campaign driving trial and awareness.
Extensive sampling through events, partnerships and office drops, combined with a promotional plan driving trial will launch the changes into market, with the brands first above the line campaign planned for later in the year.
With sales growth of 114% over the past 2 years, and incoming governmental regulations encouraging healthy eating (including increasing pressure to remove crisps and snacks at till points), the brand is on track to deliver over 34m portions of fruit in 2014- the equivalent to a portion of fruit for every other person in the UK.
