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Del Monte shake up the fresh cut sector

Del Monte one of the most popular fruit brands in the UK, is shaking up the fresh cut section with a brand new range of Del Monte Fruitini bags, these will be sold exclusively by TESCO.

Crinkly Apple Slices, Scrummy Grapes, Juicy Pineapple "Slithers" and Luscious Melon Bites are intended for the younger market. Del Monte has also launched an on pack promotion with the Rainforest cafe, one of the largest family restaurants in London, offering prizes including the chance to attend a VIP Del Monte Fruitini event at the Rainforest Café in October.

This new product is aimed at the lunch box section which has risen 8%. By selling exclusively at TESCO it also gives the superstore the opportunity to capture the market of parents looking for that healthy option for their kids.

The fruit packs have colourful images which appeal to kids, and so help adults in getting kids to eat more fruit.

Publication date: 6/29/2010
Author: Nichola Watson


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