Del Monte reveals core of Naked Fruit range

Del Monte is launching a whole prepared pineapple into the UK market this month as part of its Naked Fruit range.

Del Monte has selected its premium Del Monte Gold Extra Sweet Pineapple, which is cored and peeled, to make a bold attack on the fresh convenience market - in which it sees vast opportunity.

The produce giant believes the product, which will hit Tesco and Budgens next week, will be vital in driving incremental growth within the prepared fruit category.

Del Monte Naked Pineapple arrives at an opportune time in line with the start of the summer season, providing consumers with an accessible, versatile fruit whole pineapple which offers an array of individual serving suggestions.

The Naked range, first announced last December, also comprises the single peeled orange, grapefruit and a range of snacking pineapple, melon, apple and fruit combinations, allowing customers to capitalise on the consumer trend for summer detoxing and healthy eating on the go.

Additionally, Del Monte is currently working on a second wave of products which it hopes to launch in the latter part of the year.

Del Monte UK managing director James Harvey told freshinfo: “Although the prepared fruit category is worth £130 million, consumer penetration is yet to reach the level of other prepared sectors, with less than two in five consumers currently purchasing prepared fresh fruit even once a year.

“We have seen very substantial growth in the convenience sector for fresh fruit since the introduction of the Del Monte brand into the sector, but feel this is still only the tip of the iceberg and have imminent plans to expand on this.”

James Harvey, managing director at Del Monte UK, added: “The prepared fruit category has not seen any significant innovation in the past few years and has not achieved the penetration levels seen in other prepared categories such as salad and vegetables. We know this new offering will reinvigorate the category and attract new and lapsed users.”

Naked Pineapple was identified as a growth opportunity as currently only 35 per cent of households buy into whole pineapples, citing ‘fiddly preparation’ and ‘challenging to select’ as the barrier to purchase.