BEAR is kicking off the back-to-school season with the launch of its new Fruit Splits range. Available from this month in two different flavour combinations – Strawberry & Apple and Raspberry & Pineapple – Fruit Splits has been specifically designed to appeal to older children (6-10 year-olds) than BEAR’s current core audience, helping to broaden its appeal.
Each pack contains a Fruit Split made with real fruit, which contributes to one of the five a day, with no added sugar. As well as being a better-for-you snack, the product has a fun and educational element, containing super science squad collectible BEAR cards to keep children engaged and help maintain loyalty.
Best known for its Yoyos range, BEAR holds a 38.4% share of the kids fruit snacking category, growing +9% YOY.
Matthew Kitteridge, Senior Innovation Manager at brand owner Urban Fresh Foods, commented: “We know that innovation is important for keeping children engaged with healthier options, which is why we’re launching BEAR Fruit Splits in time for back-to-school when we know parents will be on the lookout for options from brands they know and trust. BEAR Fruit Splits are easy to eat on-the-go, as they are individually packaged, making them ideal for lunchboxes.
“This launch is set to help us retain parents in the snacking category for longer through snacks that are attractive to older children, as well as our younger cubs. We recently launched BEAR Fruit Treasures that targets a younger age range (from 3 years old), we have Yoyos to cater to our 4-6 year old cubs and now Fruit Splits takes us beyond that with a snack and BEAR cards that will feel more grown-up for this age group.”
The launch will be supported by shopper marketing, a digital campaign as well as influencer support. BEAR Fruit Splits will be available in a multipack of 5 x 20g with an RRP of £2.85.
