Fruit snacks challenger Soul Fruit has secured its first bricks & mortar grocery listing, rolling two fruit crisps lines into Waitrose.
Sharing bags of Crunchy Freeze-Dried Mango Crisps (rsp: £3.25/40g) and Crunchy Freeze-Dried Dragon Fruit Crisps (rsp: £3.25/50g) have rolled into 260 stores nationwide via Waitrose’s BrandsNew programme.
Developed for the Waitrose launch, the new larger format sharing bags were designed to take freeze-dried fruit beyond lunchboxes and single-serve snacks, Soul Fruit said.
The Crunch Fruit Crisp range was previously available only in single-serve Mango, Dragon Fruit, and Jackfruit packs, which are stocked on Ocado, Holland & Barrett’s website, Selfridges and Harrods, as well as food-to-go operators including Joe & The Juice and Sushidog.
Made from 100% fruit sourced from Vietnam, the high-fibre crisps contain no added sugar, concentrates, preservatives or flavourings. They offered the “excitement and satisfying crunch of conventional snacks using nothing but whole fruit”, according to the brand.
Soul Fruit was founded in 2021 by husband-and-wife team Natalie Wood and Daniel Twiss after the pair lived in Asia and discovered the world of tropical fruit.
“When we were developing our freeze-dried fruit crisps, we wanted them to deliver the same satisfying crunch you expect from traditional crisps,” said Twiss.
“A lot of the freeze-dried fruit we tried felt foamy or powdery and disappeared in your mouth, which just wasn’t satisfying enough. We wanted that unmistakable crisp like crunch from the first bite, followed by a burst of real fruit flavour.”
Wood added: “Our mission is to make fruit exciting again. These new sharing bags show that fruit can compete for the same snacking moments as crisps and confectionery.”
Freeze-dried fruit offered an “exciting, trend-driven opportunity within the fruit snacking range”, said Olivia Shykles, fruit buyer at Waitrose.
“Made from 100% fruit and high in fibre, Soul Fruit provides a genuinely distinctive addition to our shelves, and we know our shoppers will appreciate the vibrant flavour and exceptional quality packed into every crunch,” she said.
Soul Fruit’s wider portfolio includes Chewy Soft-Dried Fruit Slices in Mango, Dragon Fruit and Mandarin flavours.
No comments yet