Youth-Targeted Dried Fruit Branding

The Urban Fruit range of products have undergone a rebranding to make the adult fruit snacks applicable and appealing for younger consumers to try out. The fruit snacks are now vibrantly branded with crisp imagery that makes them easy for shoppers to identify in shops and also pinpoint which one is their favorite for purchases in the future. The snacks are also emblazoned with nutritional information on the front to help consumers monitor their intake.

Marketing Director at Urban Fresh Foods Ltd. Jo Agnew spoke on the new branding for the Urban Fruit range of products saying, "The adult dried fruit category is currently being dominated by own label and has seen a recent decline of -1.3% YoY (IRI). The opportunity to inject growth back into the category is through branded offers that can demonstrate real value and differentiation from own label.”