Burnby Lane,
Pocklington, York,
YO42 2QB
Tel: 01759 302 365
Fax: 01759 304 707
Email: info@sundora.co.uk
Key personnel
Joint managing director sales, marketing and finance
Julian Richards
Joint managing director operations, planning and production
Keith Burton
Senior business sector manager
David Carlin
Senior business sector manager
Graham Goulden
Business sector manager
John Pedley
Customer satisfaction manager
Cherrill Harrison
Key brands
Sundora 50g pocket snack
Sundora 125g bite-size
Frutti Max
As a greater number of consumers choose dried fruit snacks, the bagged snack sector has seen significant growth in both volume and value. Consumers are opting for healthier alternatives as they become increasingly aware of the benefits of consuming fruit and vegetables and the need to reduce fat consumption.
As a result the total value has been driven up to £12.3m, with year-on-year growth of 27.8%.
Julian Richards, joint managing director at Sundora Foods is thrilled by the trend: "Sundora is positioned as the number one dried fruit and nuts producer in the UK and undisputed brand leader in the fruit snacking sector. With a 31.2% value share, the company is the fastest-growing in the category with a year-on-year rise of 26.8%.
"Penetration has grown significantly in the last couple of years. Core consumers of dried fruit snacks span the ages from school children to health conscious young women and older consumers keen to maintain a healthy lifestyle. The 25g and 50g lunch box products are bought mainly by mothers as healthy treats."
Sundora has grown its value share to 58%, due in part to its continuous programme of new product development.
"We aim to make the fruit snacking fixture as exciting as confectionery," said Richards, "and we recognise the need to maintain consumer interest by regularly introducing new and different products."
The latest addition to lunch box snacking from Sundora is a 25g pack of Banana Chunks. "Our dried banana has a unique softer texture which appeals to kids. It's also packaged in a brightly coloured foil pack so it won't look out of place in a school lunch box where brands count as much as they do for trainers."
Banana Chunks follow hot on the heels of Frutti Max, small cubes of dried apple that are partially re-hydrated with fruit juice, using new patented technology exclusive to Sundora, to give a distinctive soft and succulent texture.
Launched last year Frutti Max has been highly successful in attracting new shoppers and are boosted with additional vitamin C and iron.
"With Frutti Max children have the best of both worlds a sweet snack that is fun to eat, which is also good for them," said Richards.
Other varieties in the lunch box range are best-sellers apricots, prunes, raisins, exotic mix, and pineapple slices.
The emerging adult fruit snack market is the area in which Sundora believes there is potential for significant further growth. Sundora is the leading brand in the sector with a massive 78.3% value share and enjoying year-on-year growth of 28%.
Already pioneers in the sector, defined as 125g packs, it is concentrating on developing unusual and unique selections of dried fruits. Tropical Mix, for example, combines papaya, pineapple, mango and melon. "Consumers need constant stimulation and demand new and exciting flavours," explains Richards. "They are prepared to pay a price premium for these exotic fruits target selling price for 125g Tropical Mix is 99p."
Sundora has also recognised the need to restructure the fruit snacking fixture to give it a distinct identity and to attract more shoppers. It is working closely with a major multiple on remerchandising trials and, with another, is monitoring sales of snack packs from an impulse snack fixture located at the front of the store.
"We are confident that dried fruit snacking will continue to grow at a healthy rate as more consumers are attracted to the category," said Richards. "Fruit snacks are delicious, easy to carry around, and easy to eat plus they have the added advantage of being a delicious way of consuming vital vitamins and minerals."
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