Del Monte has furthered its attack on the fresh prepared market with its new Fruitini bags which are to be sold via an exclusive campaign through Tesco.
Priced at 43p and available in four SKUs - Crinkly Apple Slices, Scrummy Grapes, Juicy Pineapple “Slivers” and Luscious Melon Bites - the bags are expected to drive sales by engaging a younger audience and maximising lunchbox sales.
Tesco will also be supporting the range via an in-store initiative throughout August and September, which will offer discount coupons to drive sales at checkouts.
Del Monte has also secured an on-pack promotion with a large family restaurant in London, the Rainforest Café, to offer 20 children a selection of prizes including tickets for a VIP Del Monte Fruitini event at the café in October.
“By ensuring that the new range is stocked alongside best sellers in the chillers, we hope to increase its sales potential,” said Lance Canavan, fresh produce buyer at Tesco.
James Harvey, managing director at Del Monte UK, said: “Mums are looking for quality, convenient and nutritious products from a brand they can trust and as Britain’s No.1 fruit brand Del Monte is well positioned to deliver this. The Del Monte Fruitini range offers kids a convenient way of eating fruit and what’s more, they’re absolutely delicious.”
The Del Monte Fruitini bags boast colourful brand images and child friendly graphics, and in Tesco, incorporating the Rainforest Café logo.
Del Monte Fruitini pots were a firm lunchbox favourite in the 1980s, Del Monte plans to target new parents who originally consumed the brand and will now be able to rely on the range when shopping for their own children.
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