Fresh Fruit supplier Del Monte is making its first move into frozen fruit and aims to double sales of the own-label dominated sector to £65m by 2010. The seven-strong range, which will be rolled out in January, includes pineapple, mango and summer fruits variants as well as smoothie mixes. It is being positioned at the premium end of the market, pitched as an equally healthy alternative to fresh fruit.

The range brought true innovation to the frozen fruit category, which is own-label led and mainly consists of fruit used for pie fillings, said Chris Wenham, managing director of Denuo Foods, which developed the range. It would also provide consumers with a more affordable way to reach their recommended 5-a-day, he added.

“Frozen fruit is not just about making fruit pies. Our offering makes it perfect for snacking, in fruit salads and lunchboxes and for breakfast,” he said.