Fruit snacking experts Whitworths are set to accelerate the growth of the healthy lunchbox and in-home snacking category with the relaunch of its best-selling children’s range, Sunny Raisin. The relaunch positions Sunny Raisin as the flagship brand for healthy children’s fruit snacking, targeting children wanting a tasty snack and also mothers seeking healthy fruit snacks that are full of flavour and natural energy. New-look Sunny sees a step change for the brand with new positioning, design and NPD which is guaranteed to achieve stand-out on shelf and bring Mums and kids to the fixture. The new range consists of three great-tasting, naturally flavoured raisins in blackcurrant, orange and cherry varieties. It also includes yoghurt coated and chocolate coated raisins.
The five new variants are all available in 5 x 25g multipacks, with an rsp of £1.99 for the Flavoured Raisins and £2.29 for the Yoghurt and Chocolate varieties.
The NPD will join the current Sunny Raisin variants of 18 x 14g and 6 x 42.5g multipacks of Sunny Californian raisins which have also been redesigned to sit under the new Sunny positioning. In addition to this the 18 x 14g boxes will also feature different individual pack designs to appeal to kids and create greater playground currency.
Whitworths Commercial Director Colin Stephens says the relaunch, which follows the most in-depth research the company has ever undertaken, reflects the fact the children’s fruit snacking category is as much about taste and enjoyment as it is about health benefits.
“We are seizing the opportunity to position Sunny Raisin as an anchor brand in the category. We have added wholesome, fruity flavours to a natural product that will now appeal to a broader age group. This will enable mothers to give primary school children of any age the natural goodness they need with a product that, importantly, will also have playground currency,” he says.
New Sunny Raisin has already secured listings in Tesco, Sainsbury’s and Somerfield. The packaging is friendly to the environment, with single packs being degradable and the outer packs fully recyclable. The relaunch will be supported by a national PR campaign targeting women’s interest and parenting titles, positioning Sunny Raisin as the ideal, healthy lunchbox snack for children.
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