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Del Monte Fruit Refreshers

US: Healthy grown-up snacking from Del Monte

Nice, on-trend innovation from Del Monte is its launch of what it says is the “first-ever adult fruit cup”.

The packaging design for the new Fruit Refreshers line uses black and bold colours, bigger cups and grown-up varieties to better satisfy adults looking for a convenient, fresh, healthy and tasty snack.

Del Monte has initially developed two flavours in the line: Pineapple in Passion Fruit Flavored Slightly Sweetened Fruit Water; and Mandarin Oranges in Slightly Sweetened Coconut Water.

Each variety is 100 calories or less per cup and contains one serving of fruit. The products contain no high fructose corn syrup, no artificial flavours or sweeteners, and no GMOs. The packaging is free of the controversial chemical bisphenol-A (BPA).

At 7oz (198g), the cups are larger than the typical fruit cups marketed to children and they have a tall, tapered shape. Another difference is these products are sold in a 2-pack multipack instead of the usual 4-pack.

“From the beginning, we set out to make a fruit cup targeting our adult consumers. Our research indicated that, while kids enjoy our fruit cups, so do adults, yet most of what is in the marketplace today doesn’t target adult needs for more adventurous flavours, larger sizes, and more intriguing and convenient packaging,” says Joanna Komvopoulos, senior assistant brand manager at Del Monte.

“The black packaging caters to the more sophisticated adult consumer and proved to be a clear winner in connoting an adult offering while delivering on our promise for a more unique and elevated fruit snacking experience.

“Large, cascading fruit photography coupled with a vibrant splash help highlight the unique flavor combinations while also making an impact at shelf.

“Bold typography was leveraged to give the package a bit more personality and depict the healthy snack as a bold and refreshing change in the fruit cup aisle with the new fruit cup that’s all grown up.”

She adds that additional variants to be launched later this year will be Grapefruit & Oranges in Pomegranate Flavored Fruit Water and Red Grapefruit in Guava Flavored Fruit Water. 

Packaging Digest: Read more

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