Materne North America, a division of French company Materne Mont Blanc, is aiming to expand its share of the fresh convenience products market by adding a new line to its popular squeezable fruit pouch offer.
Having already entered the US four years ago with GoGo Squeez, a range of puréed fruit snacks in pouches aimed primarily at young consumers, the company is now looking to capitalise on what it sees as growing demand for healthy products among adults by launching GoGo Squeez Fast Fruit.
The new line offers larger pouches and more sophisticated flavours, and is branded deliberately to appeal to busy, health-conscious working consumers.
According to Meena Mansharamani, managing director of Materne North America, the group sees untapped demand for a squeezable fruit snack that could fit into a busy lifestyle.
The individual 4.2oz (120g) pouches will offer one full adult serving of fruit in three flavour combinations: apple, peach and passionfruit; apple, mango, pineapple and banana; and apple, raspberry and cranberry.
"Through research we found that thirty percent of GoGo Squeez is consumed by adults 18 years of age and older, so we set out to create something just for them with Fast Fruit," commented Mansharamani.
"Fast Fruit is a new way that our grown up fans can enjoy the wholesomeness of our pouches through a unique product inspired by the big kid in them."
GoGo Squeez Fast Fruit will be sold at Target stores across the US, for a suggested retail price of US$3.49 per four-pack.
The fruit used in the company's GoGo Squeez lines are sourced from Cherry Growers Inc, a fruit processor based in Michigan.
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