Leading kids fruit snacking brand BEAR is looking to broaden its reach as Urban Fruit becomes BEAR Fruit, joining its lineup in September.
The move combines BEAR (value sales £33.22m) and Urban Fruit (value sales £9.46m) into one BEAR Masterbrand, with the aim of disrupting the snacking category by offering healthier fruit-based snacks.
As the fastest growth-driving brands across the kids and adults fruit snacking categories, the combined portfolio – owned by Urban Fresh Foods, under Lotus Bakeries – is expected to benefit from the high penetration, strong visual identity and category-leading customer share of BEAR to upscale exposure and drive growth.
The Urban Fruit lineup, comprising baked dried fruit such as mango, strawberries and pineapple, will join the BEAR brand known for its Yoyos and Fruit Splits.
Derren Plows, Managing Director at Urban Fresh Foods Ltd, said: “BEAR’s mission is to make healthier fruit snacking easier and tastier for all, and that’s exactly what this move accelerates, embracing the crossover in the category and amplifying BEAR as a brand for all ages, from little cubs to their adults, and shoppers seeking healthier snacks.
“With a strong visual identity and high unaided brand awareness, BEAR is loved by kids and their parents – so the move of Urban Fruit becoming BEAR Fruit diversifies the brand into new products, ranges and formats, which will open up even more occasions and ultimately broaden the appeal of the much-loved BEAR brand.
“We know that 4 in 5 children are missing out on their full 5-a-day, but so are around 70% of adults, so there’s a job to do to encourage more fruit and veg occasions, across all ages. As kids and adults fruit snacking is often merchandised together, there’s a huge opportunity to bridge the gap and encourage shoppers to cross-shop fruit snacks for themselves at the same time as their little ones.”
