Del Monte Foods is to introduce in January 2009 two new varieties to its ready-to-enjoy Citrus Bowls range, including Citrus Salad (comprising white and red grapefruit and oranges) and Grapefruit Duo (white and red grapefruit) on the back of the successful roll-out of the Red Grapefruit flavor in the US over the summer.
Citrus Bowls contain 4.5 servings of peeled and sectioned citrus, which is packed in slightly sweetened grapefruit or citrus juice in a table-ready bowl with a re-sealable plastic lid.
The expansion of the Citrus Bowls range follows the late September launch of the Del Monte SuperFruit line at US grocery and Wal-Mart Super Center stores.
According to Del Monte, the SuperFruit line comprises 8oz cups filled with chunks of fruit rich in Vitamin C picked at the peak of ripeness and packed in a blend of 100 per cent fruit juice.
The line is based on pairing familiar fruit chunks with a blend of juices that includes exotic SuperFruit juices.
Flavors include: Mixed Fruit Chunks in Mango Passion Fruit Juice; Peach Chunks in Pomegranate Orange Juice; and Pear Chunks in Açaí Blackberry Juice.
“We’re committed to growing the refrigerated produce category for retailers, and we’ll be supporting our produce launches with a US$20m advertising/marketing campaign,” Xander Shapiro, director of produce innovation at Del Monte told Fruitnet.com.
“Dubbed Fruit Undressed, the campaign playfully emphasizes Del Monte’s new line of fresh-tasting fruit that is peeled and sliced - and stripped to its juicy, natural essence. The drive includes Del Monte’s biggest-ever online promotional spend, as well as advertising in major US consumer magazines,” Mr Shapiro added.
