Whitworths is claiming to have created an ultra-premium category in bagged fruit snacks to cater for what it said was growing demand for top-end quality dried products.
The company is
launching a premium range of four 75g bags of fruits - blueberries, cranberries, fruit mix and sour cherries. Distinctive gold packaging differentiates the products from the company’s existing dried fruit range.
David Smith, Whitworths’ marketing director, said: “Distinctive fruits and combinations attract new people and encourage existing consumers to trade up.”
The products have secured listings in Tesco, Somerfield, Asda and Budgens and will be backed by a nationwide campaign in women’s consumer titles. Sales of snacking fruit are up 54.4% to £37.3m [TNS 52w/e September 11, 2005].