A new fruit brand will be launched this month to tie in with World Cup fever.

Goal Fruit, supplied by South African exporter Betko, is being marketed in the UK by Poupart Imports and will appear in this country for the first time.

The brand was initially launched in South Africa three years ago to take advantage of the country's hosting of the football extravaganza.

The first Packham pears in the brand will be available by the end of this month, with apples expected to be added to the range shortly. "We believe Goal Fruit will be a winner, not only because we are able to launch it here during this World Cup, but because we believe we can grow it into one of our great supplier brands in the future," said Poupart Imports MD Jonathan Olins.

The brand will be sold in wholesalers, caterers and independents, and should bring a price premium for producers, Olins added.