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Fruit Heroes, Denmark’s top-selling lunchbox snacks, are launching into action with a mission to become the UK’s number one fruit bar brand by 2017.


The new Fruit Heroes range features great-tasting healthy and natural pure fruit bars in Strawberry, Apple & Raspberry, Banana and Blackcurrant varieties. Fruit Heroes are produced in Denmark by Castus, a company which has been making pure fruit bars for more than 60 years, and are being launched and sold in the UK by Petty, Wood & Co.

Castus fruit bars are firmly established as one of Denmark’s biggest-selling and best-loved brands and the number one lunchbox snack. In a country of 5 million people, a staggering 30 million Castus fruit bars are sold every year, with 1-12 year-olds eating an average of 40 of the company’s fruit bars per year.

Michael Heron, Export Director for Castus, told The Grocery Trader: “Prior to launching Fruit Heroes, we undertook extensive consumer research to help us develop products specifically for the UK market featuring exclusive recipes, varieties and packaging. The result is delicious fruit bars which perfectly meet the continuing consumer demand for healthy, convenient snacks and are the truly natural choice for kids’ lunchboxes.”

Fruit Heroes have been launched in single bars with a RRP of 45p and in five-bar multi-packs selling for around £1.99.

“We believe that no other fruit bar in the UK market can claim to be as truly natural,  healthy and delicious as Fruit Heroes,” said Michael Heron.

“Fruit Heroes have no added sugar, sweeteners, preservatives, colourings, artificial ingredients, concentrates and no cooking process. Fruit Heroes are also GMO-free with no wheat, gluten, pectin, lactose or added salt. Our company name comes from the Latin word for ‘pure’ and our whole philosophy is to use simple, honest ingredients and a natural production process that delivers great-tasting, healthier lunchbox snacks – because kids deserve better.”


Michael Heron said that the fruit bar market in the UK was currently worth around £55 million and was growing fast.

“However, not all of the products in this category are truly healthy with some having high levels of sugar or having colourings or artificial ingredients. From a Danish point of view, this was a big eye-opener. What we plan to do is to educate mums so they give their kids Fruit Heroes because our bars are honestly healthy rather than some products which are little more than sweets,” he said.

With a high fibre content that includes 93%-97% real fruit plus sunflower oil, a single bar of Fruit Heroes provides one of the recommended “five-a-day”. Each Fruit Heroes bar is made from freshly-picked and sun-dried fruit that is simply pressed into shape to create a delicious, pure and healthy snack. Fruit Heroes are also suitable for vegans, vegetarians and coeliacs.

Gavin Tarrant, Senior Brand Manager for Fruit Heroes at Petty, Wood & Co, said that the new range would be primarily targeted at mums and children aged 6-12.

“With many schools now banning chocolate and sweets from lunchboxes, Fruit Heroes offer mums the opportunity to provide their kids with truly pure and natural healthy snacks. Fruit Heroes also ideally meet the increasing demand for convenient, on-the-go snacks and are perfect for having in the car or handbag,” he said.

Fruit Heroes will be strongly supported by major advertising, promotional, PR, social media and nationwide consumer sampling once listings have been secured. A new dedicated UK website has also been created at

“Castus is totally committed to building and supporting Fruit Heroes and our mission is to be the biggest-selling fruit bar brand in the UK by 2017,” said Michael Heron. “The fruit bars market is now worth £55 million and is growing quickly. Fruit Heroes are the natural choice for lunchbox treats and bring a new dimension and impetus to an exciting and fast-growing healthy snacks sector.”

Petty Wood & Co Ltd

Tel: 01264 345500


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