Lunchbox friendly snack brand, The Fruit Factory, is expanding its top-performing Strings range with the launch of Sour Apple Fruit Strings – a tangy new flavour that’s set to energise the fruit snack aisle. Launching in Tesco and Morrisons from October 2025, the new SKU is primed to attract new shoppers and drive repeat purchase.
Building on the success of the brand’s flagship Fruit Strings range – which is its number one format and the third best-selling product in the kids’ fruit snacking category – the Sour Apple Fruit Strings launch is designed to excite customers looking for a fun and fruity option.
Made with real fruit juice, Sour Apple Fruit Strings are free from artificial colours and preservatives and contain 71 kcal per pack. The new product will be available in a five-pack format (100g) with refreshed packaging that increases shelf stand out as well as broadening appeal to children and new snacking occasions beyond the school lunchbox.
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. We’ve kept everything that makes Fruit Strings a go-to choice for parents and kids including the trusted ingredients, the real fruit juice and the convenient format and layered in a tangy new flavour that taps into the rising trend for sour snacks. It is a great way to give our customers more variety, while staying true to what makes The Fruit Factory so popular.”
Consumer demand for sour flavours is growing, especially among children. Research shows that children aged five to nine have a stronger preference for sour tastes compared to adults[1]. Supporting this, 80% of parents saying they would buy a sour-flavoured fruit snack for their children[2], highlighting a clear opportunity for brands to meet children’s taste preferences.
With nearly 650,000 choosing The Fruit Factory in the past year and 70% of them returning, the brand is already a trusted favourite for families across the UK. Sour Apple Fruit Strings represent a meaningful flavour innovation from a brand known for combining taste and snacking in a way that’s fun for kids and convenient for parents.
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