Dole driving innovation in ambient desserts

Tuesday, 11 November 2008

One of the leading names in the ambient dessert category, Dole Packaged Foods Europe, is set to add incremental growth to the brand and the category with the launch of two new products.

A Fruit & Rice range in three flavours - Mango, Pineapple and Mandarin - is aimed at consumers who are looking for greater variety from the category.

Dole is also introducing its popular Fruit & Juice range in a convenient 695g jar, ideal for breakfast or as a dessert, adding to yogurt, cereals or as an ingredient in cooking.

Both new products are set to broaden Dole's consumer base by attracting new and current users to the category that is currently worth £99 million and growing at 12.4% value and 13% in volume.

"We know that our consumers are hugely loyal and buying our products more frequently than ever but it's vital that we continue to bring a fresh new offering to the category", says Andy Coult, Sales Director, Northern Europe, Dole Packaged Foods.

"In addition to in-home consumption we are aiming Fruit & Rice at the buoyant ‘on the go', lunch-box and snacking market, allowing Mums to smuggle fruit into their family's diet."

According to TNS, most of the category growth is coming from custard, jelly and fruit in jars and Dole with its 12% share of the category and growing at 8.7% is looking to capitalise on this growth opportunity.

"Our new fruit in jars range is endlessly versatile and great value for money. It will allow us to target current fresh fruit and chilled prepared fruit buyers who are time poor and want the convenience of fruit in a ready to eat format that is shelf stable so less wastage."

Latest data shows the chilled prepared fruit market is worth £122million, up 17% in value and volume with more consumers shopping the category at +11%.

"From our shopper insight research into ambient desserts we have learned that fruit in jars is mostly bought for individual consumption and not for family sharing with around 80% eating it on its own as an alternative dessert to fresh fruit and yogurt.

"We are positioning Dole fruit in jars for the whole family and as an easy and delicious way to reach your ‘5 a day'."

The Fruit & Rice range is available in 4-pack at £2.19. The fruit in jars range at £1.99 will be launched in five variants - Pineapple, Tropical Fruit and Sunny Fruits in fruit juice with Mandarins and Peaches in light syrup.

Dole is also rolling out a fresh new look to its portfolio with striking fruit graphics against a contemporary white background and new product descriptors to better reflect its quality and usage occasions.

The ranges consist of Fruit & Juice, Fruit & Jelly, Fruit & Rice and Fruit Parfait.

Source: Dole

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