Nutritional products will form the basis of a push into the UK by Swiss food giant Hero, starting with the £11m launch of a unique fruit drink.
Fruit2day, which goes into Sainsbury, Asda, Morrisons and The Co-operative Group stores this month, is a 205ml drink containing concentrated juices with suspended fruit pieces that Hero says will create a new drinking fruit category.
Available in mango & peach, strawberry & orange and pineapple & banana flavours (rsp: 99p each or £1.89 for a duo pack), the product will be supported by an £11m
marketing campaign over two years, beginning with £3m TV commercials breaking on February 4 and running until October. With the strapline ‘Have you had your Fruit2day?’, advertising will focus on the drink as a convenient and less messy way to consume fruit.
Hero’s research shows 80% of UK consumers are not getting the recommended five fruit and veg a day - a significant gap in the market, it says.
Hero UK MD Richard Illsley said: “We did not want to come to the UK with just another me-too product. We will focus on nutritional products as the market is very dynamic and offers bigger margins.
“With the poor consumption of fruit and vegetables in the UK, we think that Fruit2day can become an £80m brand in three to five years.”
Hero operates in four key areas - fruit (it claims to be the number one jam/preserves supplier in Europe), baby food, muesli bars and decorations - and is embarking on a major expansion drive outside its central European heartland.
From its new base in Leeds, it is planning further launches in the UK, which may include a version of its Fruit Breakfast juice and fibre drink and spoonable or liquid fruit.
New Haribo sweet Starlets gets down with the kids in new TV advertising supporting the brand. The campaign, running in February and March, shows a crowd at a rock concert whistling the Haribo jingle and eating Starlets. It ends with a shot of the band with the logo ‘Kids and grown-ups love it so, the happy world of Haribo’. Haribo is also re-airing its Airport ads from this month to August as part of a £5m spend in 2006.
Claire Hu