Delhaize Launches 'Junk Fruit' Line As A Healthy Snack Alternative

By Steve Wynne-Jones
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Delhaize Launches 'Junk Fruit' Line As A Healthy Snack Alternative

Belgian retailer Delhaize is launching a new line of convenience fruit products with the aim of promoting a more balanced diet to its customers.

According to the retailer, 90% of Belgians don't eat enough fruit. Following a survey, the company found that their customers wanted to eat more fruit, but were often put off by the need to peel or slice them before consumption.

To help its customers reach the daily recommended amount of 250 to 375g, the retailer has launched a line of ready-to-eat fruit under the name 'Junk Fruit'.

The line comprises 10 SKUs and will be expanded further in the future according to the company.

New Approach

This is the latest move from the retailer to promote its new brand positioning ‘Better eating is at the heart of better living’, with which Delhaize is seeking to become the preferred banner in Belgium.


Delhaize president Xavier Piesvaux commenting on the positioning, "We are changing on several fronts, including a renewed positioning for the brand building on historical strengths, opening or refurbishing stores, focusing on quality, taste, health and convenience, and responding even better to customer needs."

Focusing on those themes, the retailer recently launched 'Wild Strawberries' a new addition in its 'wonky' fruit and vegetables range.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Matthieu Chassain. Click subscribe to sign up to ESM: European Supermarket Magazine.

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