Kraft Heinz aims to tap into demand for healthy snacking with the launch of its Fruitz range, made with 100% fruit and vitamin C.
The company claims that most children in the UK fall short of the recommended five portions of fruit and vegetables a day, and that parents are looking for fruit-based alternatives.
To coincide with the release of Despicable Me 3 this summer, Heinz Fruitz feature Minions on the packaging to drive product appeal as the company targets children aged between three and eight.
The new range is available in three flavours: strawberry and banana, peach and apricot, and passion fruit and mango.
Kraft Heinz infant brand manager Meena Patel said: “With parents demanding snacks that fit in with busy family life, this is a fantastic opportunity for Kraft Heinz to offer a convenient smoothie that will encourage kids to eat a variety of fruit as part of their required five a day.
“Additionally, our partnership with Minions aims to break down the barriers with our core kid consumers, helping us to support the next generation.”
Having rolled out in Tesco this month, there will be further launches in other UK retailers later in the year. The pouches are sold in packs of four with a recommended retail price of £2.99.
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