Del Monte is to put health at the centre of its promotional activity following plans to outsource its sales and marketing operations from next month.
As part of the overhaul of its canned fruit, drinks and snack businesses, which will transfer to food broker Jenks from next month, it will also move into new sales channels, such as train stations and motorway services, offering healthy snack alternatives.
"We want to make it easy to consume fruit in whatever format, wherever and whatever people are doing," said Del Monte UK managing director Peter Miller. "By working with Jenks, we have access to new channels."
Miller said he would challenge the misconception that by canning fruit, something must be done to it.
"We have a brand that screams healthy food. Whether it's fresh, prepared, juices or snacks, Del Monte is about natural, nutritious and beneficial food. We'll make a great play on that."
While NPD will concentrate on products for new sales channels, Miller said the company would also look to expand its plastic pots across more products.
In addition, it may expand its "Better for you than sweets" slogan, which is currently on bags of fresh fruit aimed at children, to categories such as long-life and drinks.