Fresh Del Monte Produce is to launch a fresh fruit range with a ‘naked’ twist for the UK market.
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The Del Monte Naked Fruit range includes extra sweet pineapple, orange, kiwi and melon products, and will be available from January 2010, the company said.
The range has already secured listings with Asda and Budgens nationwide.
“The Del Monte brand is synonymous with premium quality, great tasting fruit – a reputation which has been established through 100 years of heritage. We are now using this expertise to push the boundaries of the brand to appeal to the increasingly convenience-driven and health-focused needs of today’s modern consumers,” UK managing director James Harvey.
The Naked Fruit range includes fresh fruit that is pre-peeled, sliced and ready-to-eat, designed for “healthier ‘on the go’” snacking and dining, Del Monte said.
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By GlobalData“Although the prepared fruit category is worth GBP130m, the consumer penetration is yet to reach the level of other prepared sectors, with only two in five consumers currently purchasing prepared fresh fruit even once a year,” Harvey added.
