Bags of prepared apple slices are now a familiar item on the retail shelves, and have found a responsive market. The Five a Day Company has taken the convenience concept one step further with the launch of a new product it hopes will encourage consumers to snack on fruit. Its organic, air-dried apples are currently available in around 260 health food shops across the UK. The 50g packs retail at £1.25 and contain the equivalent of four apples.
“The product took around 18 months to get onto the shelves,” says managing director Simon Blair. “To our knowledge there is no other product like it and so production was very much a case of trial and error. We started development work with Braeburn but our main point is not variety - it is whether we can achieve continuity of supply. We have currently achieved that with a German supplier, so hopefully there will be no problems with that.”
With no preservatives, no added sugar, salt or artificial colourings or flavourings, each pack contains 38 per cent of the recommended daily intake of fibre. “The product is very popular,” says Blair, “and we have received very positive feedback so far. We will now be putting together a 15g pack that is the equivalent of one apple. This will be aimed at the lunch box market.”
While Blair admits that the apples dry very well - with a lovely sweet flavour, he is keen to continue the idea with other products. “We started this with apples but there is no reason we can’t take this further with other fruit. Beetroot and carrot will be next.”
Another outlet that has enjoyed success with bags of pre-sliced apples is McDonalds that has sold more than seven million fruit bags, consisting of apples and grapes, since launching the product in 2003. In addition to its new, health conscious menu, the company has now launched new two-minute education advertisements featuring Ronald McDonald and the “YumChums” - colourful characters who explain through song and dance how to keep fit, healthy and happy by eating a balanced diet, drinking enough fluids and excersing with a focus on eating five fruit and veg today.
Newly appointed McDonald’s UK chief executive Peter Beresford says: “We recongise that getting children to eat a balanced diet can sometimes be a challenge for parents. We took the decision, as part of our commitment to responsible communication to work on a programme that would help parents with just that. We went to great lengths to consult with relevant experts in nutrition, education and commercials to come up with a unique concept that displays leadership in this area.”
McDonalds is also working with leading nutritionist Anita Beal to develop messages appropriate in tone and content to appeal to young children. Beal says: “It can be tough for parents to communicate nutritional messages to their children in a fun way. It will certainly be beneficial for parents to have a better understanding of the messages to their children if we are to address eating habits and the statistics facing us in the media every day. By focusing on four core messages; eating 5-a-day portions of fruit and veg, activity is fun, not to have too many treats, and why you need plenty of fluids we have developed a concept that is both simple and effective.”
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