"Delhaize introduces "Junk Fruit"

Belgians don't eat enough fruit. It is constantly recommended that you eat 250g of fruit every day, but only 9% of the population manages to eat this amount. Delhaize wants to use this range to encourage people to eat more fruit and choose "Junk Fruit" instead of "junkfood"!

Health has been central to Delhaize for over a decade and this is why the company is organising various offers to encourage a more balanced lifestyle. Delhaize has already taken on multiple initiatives, such as magic greens, the reformulation of products to reduce the amount of sugar or salt or to increase the amount of fibre, and the Red Table, in which Delhaize gathered the questions of customers to offer solutions to their daily food challenges. It was through the Red Table that Delhaize first established that participants wanted to eat more fruit. These initiatives, that make life easier, tastier and more balanced, make a big difference without the consumer having to drastically adjust their lifestyle. The overreaching goal behind these offers is assisting the consumer every day and helping them to eat better.




A balanced alternative
Delhaize is launching the Junk Fruit range: delicious fruit that can enjoyed as a snack in traffic, during drinks or in the office. This project is part of a larger whole to help people make better choices. Just like the goal of the 'magic vegetables' was to rid the world of the idea that vegetables aren't tasty. This is why Delhaize opted to give some vegetables new 'magical' names. The action was a big success! The sales of the vegetables in question more than doubled.

Fruit is a different story. Consumers don't think they taste bad, but rather believe that fruit isn't easy enough to eat. Even though Belgians don't eat enough vegetables, they are easy to eat as they are an important part of a meal. Fruit on the other hand has to be peeled, cut, etc. and it isn't always easy to find time for this. Fruit is an important source of vitamins, minerals, fibre, antioxidants etc. This is why it is recommended you consume between 250 g and 375 g of fruit (two or three items) per day. Despite this only a small portion (9%) of the population manages to consume these amounts. This is why Delhaize is giving them an extra push to achieve this fruity goal.

Easy to eat fruit
Fruit is a balanced alternative and is easy to eat. To achieve this Dehaize selected fruit that is easy to take with you and can be eaten in front of the tv, in the car or at your desk.

As of August 16 the customers will be able to find these snack for two weeks in the fruit and vegetable range of every Delhaize supermarket! As well as this they can enjoy a promotion on all products from the range: 2nd on -50%; a strong promotional approach to motivate the Belgians to eat better. The promotion can be combined with all fruits from the Junk Fruit range, but also all cut fresh fruits.

Besides the Fruit Bites and the pre cut fruit mix the below are also in the Junk Fruit selection:

  • Grabbelgrapes: seedless grapes (white, red and purple grapes - 250, 400 and 500g)
  • (Mini) Bingeberries: blueberries (500g and 150g)
  • Quickiwis: kiwi Sungold Zespri (6 pieces)
  • Raprappels: apples (8 pieces)
  • Banan'away: chiquita bananas (1.250kg)
  • Frambollekes: raspberries (100g)
  • Vierzuurtjes: red currants (100g)
  • Borrelbessen: berry medley (400g)
  • Filefruit: blackberries (100g)
  • Tutti Pruni: red plums (500g)

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