A new 100 per cent fruit puree snack for children is launching at Waitrose in February.
Crushed Fruit, the brainchild of two mothers, is a pouch of fruit available in two flavours – apple and banana, or apple and strawberry.
There are plans for further apple variations later in the year.
Founders Jenny Salmon and Deborah Ewing Chow said the snack, designed for seven to 11-year-olds, will fit the bill as cool enough to eat in front of peers and yet healthy enough for parents to choose to buy it.
The pouches represent one portion of 5 A DAY and can be eaten without a spoon.
The multi-pack box of four 100g pouches will cost £3.50 and will be available in Waitrose stores across the UK from February.
Salmon, who acts as sales director, said retailers will be pleased to know that the product has a shelf life of up to 12 months.
She said Crushed Fruit will be promoted by a heavyweight PR and social media campaign, as well as national after-school club partnerships.
She added: “We have been holidaying in France for over a decade, and I have always been amazed at the variety of fruit based snacks for children. No wonder they have less issues with weight amongst their kids.
“I would always load up the car with these handy fruit puree pouches, to give to the kids when we got home. It’s hard always having to say no to snacks for my kids, when they’ve been rushing round, and its hours till lunch or tea.
“These 100 per cent fruit pouches fill you up and anything that gives your kids’ one of their 5 A DAY is a godsend. French mums don’t have to say no, and it annoyed me that I wasn’t being given the same choices in the UK.”
Research from the University of Leeds showed that 57 per cent of children take a packed lunch to school, have snacks, or buy their food elsewhere. The report also showed that only 1 per cent of packed lunches meeting the nutritional standards.
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