Fruit in Custard is a combination of real fruit pieces in a low-fat custard and available in three flavours—Pineapple, Peach and Mango. Both new products will sit in the ambient dessert aisle and will be rolled out in May.
"These two new products spearhead a busy year of NPD for the brand," says Harvey Aaron, Sales Director, Northern Europe, Dole Packaged Foods Europe.
"Fruit Snack provides an easy and tasty option for parents concerned with getting fruit into their children's diet and eager to reach the all important 5 a day.
"Our new product is real fruit with nothing added making it ideal for kids' lunch-boxes and for 'on the go' snacking. And its novel packaging will win street cred with kids."
"Our low fat Fruit in Custard is an ideal treat for the health-conscious, especially with the obesity issue high on the agenda, and will attract new and existing consumers to the brand."
The ambient desserts market is worth £82.3m up 5.4% on last year. Within that custard pots have a 10.7% share, showing a healthy 11% growth (IRI 52 w/e 23 Jan 10). More people are shopping the ambient dessert fixture more often and with prices showing a slight increase category growth is set to continue.
"Dole is renowned worldwide for its high quality fruit products driven by the high standards we enforce throughout the supply chain, from plantation right down to the final product. Product innovation remains a priority for us as we continue to provide consumers with healthier choices across the ambient dessert category. We're confident that our new products will add incremental growth to both the brand and the category."
Fruit in Custard will be available in 123g single serve pots in ASDA and Morrisons from May, RISP from 49p, with promotional support of 3 for £1. Fruit Snack will also be available from May in ASDA and Morrisons, priced from £2 per 4-pack of 90g pouches.
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