Redbridge’s trials selling loose individual pieces of fruit in WH Smith and Boots stores in the Greater London area have proved such a success that its new 5 A DAY fruit snacking range will be rolled out nationwide.
So far, 100 retail travel units of WH Smith and 27 Boots stores have been stocking Braeburn or Granny Smith apples and bananas at 49p each, but now the range will also be supplied nationwide to 60 Welcome Break motorway service stations and petrol forecourts, and 60 hospital stores run by UNS.
Plans are also afoot to broaden the product portfolio in the autumn.
Consumers will be able to buy a single piece of fresh fruit, retailing at 49p, from Redbridge’s purpose-built branded merchandising units under the company’s registered 5 A DAY trademark which also advertises the government’s 5 A DAY logo. The units are sited, where possible, in the queuing system in WH Smith which has led to a high number of impulse purchases and close to the sandwich and food fixtures in Boots stores.
Redbridge offers specific training to all retailers to provide the best possible environment for merchandising, storing and handling the products, including where the produce is sited in-store.
The Redbridge 5 A DAY brand, offering both snacking and convenience ranges, was launched to introduce fruit and vegetables into sales environments that have not traditionally sold fresh produce. The concept offers consumers a consistently high standard of fresh produce available outside of the major supermarkets.
Commenting on the new range, Steve Harrison, managing director of Redbridge Produce & Flowers said: “The 5 A DAY snacking brand is aimed at retail stores, where retailers can offer high quality single fresh fruit to consumers who are on their lunch hour, on the move or as an impulse purchase. The 5 A DAY brand demonstrates Redbridge’s commitment to making fresh produce more accessible to everyone.”
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