USA- The world’s best-selling fruit snacks company, Welch’s Fruit Snacks, has unveiled the new Absolute Fruitful Fruit Strips, an innovative option for the growing better-for-you snacking market made with only natural colors and flavors.
The new product features Mango-Peach, Strawberry, and Berry Medley flavor varieties. They feature Whole Fruit as the main ingredient.
Absolute Fruitful Fruit Strips contain only natural flavors and coloring. They are also gluten free, non-GMO, vegan and are a great source of vitamin C.
The new product is a continuation of the company’s ‘Wholly Fruit’ campaign, an outreach initiative that includes continued product innovation and the company’s first ever TV commercial. The outreach campaign is meant to appeal to the growing proportion of consumers seeking better-for-you products.
According to a survey by McKinsey, spending on wellness products and services is estimated to be in excess of US$450 billion in the US and is growing at a combined annual growth rate (CAGR) of 5%.
The survey revealed immense innovation in the sector, especially in personalized nutrition. McKinsey noted although there are numerous players entering the market, the current scope in terms of players and product variety are still not enough to fully satisfy the market.
The campaign was inaugurated by celebrity chef Gordon Ramsey, who was announced as the company’s Chief Fruit Officer (CFO) in May 2024.
According to Ramsey, the primary objective of the campaign is to educate its customer base and the market in general about the difference between fruit-flavored snacks and fruit snacks.
Ramsey said, “My goal as Welch’s® Fruit Snacks’ Chief Fruit Officer is to help raise awareness about the distinction between authentic fruit snacks and mere imitations of fruit flavor. With more awareness, consumers will have the ability to make more informed choices.”
This mass market education approach started in August 2023, when the company released its first-ever storybook that playfully explained the difference between fruit-flavored snacks and fruit snacks to portray the brand as a preferred healthy snack option for children.
Absolute Fruitful Fruit Strips are packed in 10-ct boxes and will retail at US$4.99. The product is currently available at Kroger, Publix, HEB.com, Albertsons.com, and Walmart.com.
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