Sunkist makes fruit fun with a smile

Sunkist Growers Inc. introduces a line of ready-to-eat (RTE) fresh-sliced fruit under the Fun Fruit label. On view at Chicago's Food Marketing Institute show in May, the packaging uses playful graphics and names like Giggles, Smiles, Pals and Grins to identify grapes, oranges, pineapple and apples, respectively, and patented technology for slicing them to keep them juicier. It also uses a special film bag that keeps the fruit neat in lunch boxes. 

Sunkist Growers Inc.  introduces a line of ready-to-eat (RTE) fresh-sliced fruit under the Fun Fruit label. On view at Chicago's Food Marketing Institute show in May, the packaging uses playful graphics and names like Giggles, Smiles, Pals and Grins to identify grapes, oranges, pineapple and apples, respectively, and patented technology for slicing them to keep them juicier. It also uses a special film bag that keeps the fruit neat in lunch boxes. The product was introduced in selected schools last fall and will be sold at baseball concession stands at stadiums on the East Coast within several weeks, says Robert Verloop, Sunkist's vp of marketing. The printed clear-film bags containing sliced apples, pineapple, orange sections and grapes will also move into airports nationwide this summer, he says. While other prepackaged produce can be more expensive than the bulk variety, the handy lunchbox-style Sunkist packs aren't pricey. In fact, Fun Fruit slices are priced between 40 and 75 cents. Does this new packaging and the products' similarity to a snackfood item signal yet another trend in the produce section? Several packaging changes and introductions were seen cropping up at FMI and are heading into produce sections of supermarkets (see upcoming issues of PD). Perhaps they'll boost Americans' reportedly continued-low consumption of fiber, vitamins and nutrient-rich fruits and vegetables, despite numerous educational campaigns and a reduction in the use of preservatives.