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The Fruit Factory is set to invigorate the fruit snack category with the launch of its new Sour Apple Fruit Strings, scheduled to hit shelves in Tesco and Morrisons next month (October).

This latest addition to the brand’s top-selling Strings range aims to capture the attention of health-conscious parents and adventurous children alike, further solidifying The Fruit Factory's position in the competitive kids' snacking market.

The Sour Apple Fruit Strings, which will be available in a convenient five-pack format, leverage the brand's existing popularity – its flagship Fruit Strings are the number one format in the category and the third best-selling product overall.

This new SKU is designed not only to attract new shoppers but also to encourage repeat purchases among existing customers.

Made with real fruit juice and free from artificial colours and preservatives, each 100g pack contains only 71 kcal, aligning with the increasing consumer demand for healthier snack options.

Tara Stevens, Senior Brand Manager at The Fruit Factory, commented: “We know sour flavours are growing in popularity, particularly among families looking for snacks that are both fun and flavourful. Our new Sour Apple Fruit Strings bring something fresh and exciting to the category, offering a bold twist on a proven favourite.”

Market research indicates a notable shift in children's taste preferences, with studies showing that children aged five to nine exhibit a stronger inclination towards sour flavours compared to adults.

Furthermore, a significant 80% of parents express a willingness to purchase sour-flavoured fruit snacks for their children, presenting a clear opportunity for brands to cater to this emerging trend.

The Fruit Factory has already garnered a loyal customer base, with nearly 650,000 consumers choosing the brand in the past year and 70% of them returning for more.