Fruitinies, a new-to-market kids’ snacking brand promising to “bridge the gap between traditional fruit snacks and healthier alternatives” has rolled out exclusively into Asda.
The non-HFSS treats are made from real fruit and contain 64 calories and 5.6g of sugar per 20g bag. Available in Train, Emojis and Super Hero Foamies, they contained up to 30% less sugar than “competitive brands” at the fixture, according to Fruitinies.
Train is billed as a “playful mixed-fruit snack made up of six caterpillar train shapes”, while Emojis are “playful fruit-face shapes”. Super Hero Foamies combine “a foam texture with three playful superhero shapes”.
The trio are targeted at children aged three to 10 and contain “colourful, fruit-loving jungle characters,” with puzzles and activities on each pack to “add an element of gamification and encourage cross-range discovery”.
At an rsp of £2 per 5x20g multipack, Fruitiinies had been designed to offer a “more accessible” branded proposition for parents, according to the brand.
“There’s a real gap in kids’ fruit snacking,” said Phil Hulme, commercial director for 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 “high-impact activation campaign”, including a Mumsnet collaboration and targeted paid social, which Fruitinies said would reach 10 million UK consumers.
Fruitinies joins a growing range of healthier kids’ snacking options to have launched in UK retail this year.
In July, Pip Organic debuted Pipcrunch, a two-strong range of bite-sized crunchy cubes made from freeze-dried bananas and strawberries.
In April, fmcg veteran and former Soreen UK MD Mark Simester launched a healthier kids’ snacking brand called Jungle Squad.
The brand’s initial lineup comprises HFSS-compliant cake bars in strawberry and lemon. Each pack includes collectible trading cards and links to wider entertainment, including a free augmented reality app and a dedicated YouTube series.
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