This month, a new citrus line is entering UK retail as Explore Sweet Sunrise grapefruit becomes available at Morrisons at a launch price of £1 (US$1.28). The product is marketed under the Sweet Sunrise license by Komati Group and supplied as a limited edition line of Jackson grapefruit.
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The launch expands the Explore brand, which has previously operated in the grape category, into citrus. The concept has been developed by Fresh Hub Group, owners of Explore®, in partnership with Myton Food Group. The grapefruit will be available exclusively at Morrisons stores nationwide. According to the company, the grapefruit is characterized by a sweet tropical flavor with a hint of lime, low seed count, and ease of slicing. It is presented as a premium option within the citrus category.
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"We're excited to bring something truly different to the citrus aisle," said Jack Bannister, Buyer at Myton Food Group. "Explore Sweet Sunrise is not just a grapefruit, it's a flavour journey." The line aims to encourage consumer interest in grapefruit by appealing to new shoppers while offering existing consumers a higher-value option. The rollout across Morrisons stores will be monitored for shopper response during the limited availability period.
© FHGFor more information:
Fresh Hub Group
Email: [email protected]
www.freshhubgroup.com
