Leading baked fruit snacking brand, Urban Fruit, is undergoing its biggest rebrand in five years. The bold and bright new design maximises standout on retailers’ shelves and reflects Urban Fruit’s fun-loving personality while attracting a younger audience to the adult fruit snacking segment.

Rolling out on both snack and sharing packs, the designs include prominent fruit imagery alongside clear nutritional benefits for each variant, making it simple for shoppers to identify their favourite flavour.

“The adult dried fruit category is currently being dominated by own label[1] and has seen a recent decline of -1.3% YoY1,” said Jo Agnew, marketing director at Urban Fresh Foods Ltd. “The opportunity to inject growth back into the category is through branded offers that can demonstrate real value and differentiation from own label.

“That’s where we believe Urban Fruit can make the difference. It offers an exotic range of fruit that contains no sulphites and is sustainably sourced – all factors that have become important to UK consumers. The rebrand is a big step-change for Urban Fruit and it embodies the brand’s energy and passion for healthy adult snacking.”

The new packaging brings vibrant colour to the shelf, highlights key health facts and while big, bold imagery offers the promise that each pack bursts with flavour. The brand’s sustainability credentials will now also be highlighted on pack, where relevant. Its production of pineapples and mangos in Ghana, for instance, is 100% waste-free at source and is managed by the local community through the process of block farming.

The Urban Fruit range includes gently baked flavours, including: Coconut Chips, Strawberries, Pineapple, Mango, Cherry and Raspberry.

The rebrand will be supported heavily in 2020 with in-store and online activation, digital, sampling, field sales, press and PR activations.

Urban Fruit is available to buy across Grocery, Convenience and Wholesale channels.

[1] IRI, 52wks up to 12/10/19

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