Exotic fruit supplier Dole is planning a surprise move into dietary supplements, The Grocer has learned.
Called The Secret Nature of Fruit, the supplements brand will include a range of products made from fruit and plants “with added science-backed micronutrients, vitamins and minerals”.
Four variants – Beauty, Immunity, Energy and Focus – will launch later this year “across multiple markets worldwide, including the UK”, a Dole spokesman said, confirming the move. Each variant will contain 60 chews.
It comes after Dole recently applied to register the word ‘Fruitbiotic’ as a trademark with the International Property Office under several classes: class five, covering supplements; class 29, accounting for processed fruit; class 30, featuring jellies; and class 32, for juices.
Dole isn’t the only fmcg giant hedging its bets on supplements. Unilever acquired US hair loss supplement maker Nutrafol in May for an undisclosed sum.
However, the overall sector is currently in decline following an initial boost triggered by the pandemic.
According to Kantar data, value sales of vitamins and supplements fell by 9.5% to £576m in the 52 weeks to 15 May 2022.
Dole’s move to diversify into new categories mirrors that of rival Del Monte, which last month unveiled a quartet of ketchup and barbecue sauces.
It comes after Dole last month also expanded its range of Fruit in Juice cups – with new Mango and Pear variants – to appeal to on-the-go consumers.
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