Kervan Gida, owner of confectionery brand Bebeto, has unveiled a kids’ fruit snacking brand that promises 30% less sugar than rivals.
Called Fruitinies, the brand has launched with three HFSS-compliant variants: Emojis, Train and Heroes (rsp: £2/5x20g).
Made with fruit juice, the halal-certified bags are a source of fibre and contain 64 calories per 20g serving, with no artificial colours or flavours.
They provide 28g of sugar per 100g, compared with The Fruit Factory Fruit Strings Strawberry, Bear Raspberry YoYos and Fruit Winders Strawberry, which contain 49.8g, 42g and 37g of sugar per 100g, respectively.
Emojis feature face-shaped fruity chews in blueberry, apple, strawberry and orange. Train, meanwhile, comprises caterpillar-shaped pieces in blackcurrant, apple, strawberry, lemon, raspberry and orange flavours, giving kids the chance to build their own ‘mix and match” fruity train.
Heroes are foamy superhero shapes in mango, watermelon and pineapple flavours.
Fruitinies have launched exclusively in Asda, at an introductory promotional price of £1.50, ahead of a wider retail rollout.
Making healthier snacks fun
The treats were developed to “bridge the gap between traditional fruit snacks and healthier alternatives, without losing the fun that drives kids into the category”, said the brand.
Targeted at children aged three to 10, each pack features puzzles and activities on the back, designed to “build engagement beyond the product itself”, it added.
“There’s a real gap in kids’ fruit snacking,” said Phil Hulme, commercial director at Fruitinies. “Parents want to make better choices, but kids still want snacks that taste great, look fun and have interesting textures. Fruitinies has been developed to do both.
“At £2, we’ve also worked hard to make the range accessible. With three very different formats, multiple flavours and plenty of play built into the product and packaging, we think Fruitinies can bring some much-needed excitement and innovation to the fixture.”
The launch will be supported by a marketing campaign spanning a Mumsnet collaboration and targeted paid social activity, aimed at reaching 10 million consumers.
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