The iconic Man from Del Monte is making a racy comeback to promote a major new fruit brand.
Naked Fruit represents Del Monte's first major foray into the fresh prepared fruit channel and is the first fresh, pre-prepared fruit range in the UK to feature whole fruit.
The four-strong range, which launches next month, includes a whole pineapple that has been skinned and cored and an orange that is skin and pith-free, partly segmented and comes with a wipe for convenient snacking.
Naked Fruit's launch is being backed by promotional appearances by the Man from Del Monte, naked apart from his trusty Panama hat.
These will be followed by an ad campaign and in-store activity, although further details are yet to be announced.
UK MD James Harvey said Del Monte hoped to turn Naked Fruit into a £40m brand within a few years. The range, which also includes kiwi and melon, would allow it take advantage of the burgeoning on-the-go snack market, he said, adding that so far listings had been secured in Asda and Budgens.
With only two in five consumers buying into the £130m prepared fruit category annually, there was the potential for huge category growth, said Harvey.
"We feel this presents a significant opportunity for Del Monte and our customers and we intend to lead from the front with the launch of Naked Fruit and drive penetration via a brand that consumers trust," he said.
Despite the premium nature of the products, prices would not be excessive, he assured, with an orange retailing for about 69p and the 500g prepared pineapple for £2.40.
"If we do this correctly the consumer will benefit," he said. "We can improve the availability of healthy, fresh options."
Brands are becoming increasingly prominent down the fresh produce aisle and recent launches have included Good Natured Salads, the Very Very Veg Co and Found! mushrooms.
Naked Fruit represents Del Monte's first major foray into the fresh prepared fruit channel and is the first fresh, pre-prepared fruit range in the UK to feature whole fruit.
The four-strong range, which launches next month, includes a whole pineapple that has been skinned and cored and an orange that is skin and pith-free, partly segmented and comes with a wipe for convenient snacking.
Naked Fruit's launch is being backed by promotional appearances by the Man from Del Monte, naked apart from his trusty Panama hat.
These will be followed by an ad campaign and in-store activity, although further details are yet to be announced.
UK MD James Harvey said Del Monte hoped to turn Naked Fruit into a £40m brand within a few years. The range, which also includes kiwi and melon, would allow it take advantage of the burgeoning on-the-go snack market, he said, adding that so far listings had been secured in Asda and Budgens.
With only two in five consumers buying into the £130m prepared fruit category annually, there was the potential for huge category growth, said Harvey.
"We feel this presents a significant opportunity for Del Monte and our customers and we intend to lead from the front with the launch of Naked Fruit and drive penetration via a brand that consumers trust," he said.
Despite the premium nature of the products, prices would not be excessive, he assured, with an orange retailing for about 69p and the 500g prepared pineapple for £2.40.
"If we do this correctly the consumer will benefit," he said. "We can improve the availability of healthy, fresh options."
Brands are becoming increasingly prominent down the fresh produce aisle and recent launches have included Good Natured Salads, the Very Very Veg Co and Found! mushrooms.
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