A Danish business has revealed ambitions to become the largest supplier of fruit bars in the UK within four years.
Castus, which claims to sell 30 million fruit bars a year in its homeland, is set to compete with kids healthy snack brands such as Bear, Yu! Bar and Fruit Bowl.
Next week, it is launching Fruit Heroes, a range of natural fruit bars in strawberry, apple & raspberry, banana and blackcurrant variants (rsp: 45p/single and £1.99/five-bar multipack).
Aimed at children aged six to 12, the bars are made from sun-dried fruit that is pressed into shape. They contain no artificial ingredients or preservatives.
The business has also sold fruit bars in the UK under the Be Fruity brand, but has developed Fruit Heroes to specifically target UK shoppers. The range features simple branding designed to reflect the “pure and simple” ingredients.
The snacks would offer an “honestly healthy” snacking proposition, said Castus export director Michael Heron.
“Our company name comes from the Latin word for ‘pure’ and our whole philosophy is to use simple, honest ingredients and a natural production process that delivers great-tasting, healthier lunchbox snacks,” he added. “Prior to launch, we undertook extensive research to help us develop products for the UK market featuring exclusive recipes, varieties and packaging.”
Fruit Heroes would be distributed in the UK by Petty Wood & Co and would be supported by marketing activity once listings had been confirmed, said Heron.
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