BEAR enters adult fruit snacking as Urban Fruit becomes BEAR Fruit

BEAR, the leading brand in kids fruit snacking, is propelling its portfolio into adult fruit snacking, as Urban Fruit becomes BEAR Fruit, joining its popular line up from September.

Set to accelerate growth in the total fruit snacking category, the move combines both BEAR (value sales £33.22m) and Urban Fruit (value sales £9.46m) into one BEAR masterbrand, on a trajectory set to continue disrupting the snacking category by offering great-tasting healthier fruit snacks made from real fruit.

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, drive brand growth and fuel incrementality.

The Urban Fruit line up, comprising gently baked dried fruit such as mango, strawberries and pineapple will join the BEAR brand, known for its popular Yoyos and Fruit Splits, made with real fruit and no added nasties.

“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,” Derren Plows, managing director at Urban Fresh Foods Ltd, said.

“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 per cent 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.”

Jo Agnew, marketing director at Urban Fresh Foods Ltd, added: “BEAR is a brand that consumers know and trust, and retailers can back with confidence. That’s really important in a world with mixed health messaging, HFSS and UPF, obesity and sugar warnings.

“All our products are made with real fruit with no preservatives - they also count as one of your 5-a-day, are HFSS compliant, and contain no added nasties.

“The new BEAR Fruit products, formally Urban Fruit, haven’t changed at all –they still don't contain preservatives, they still contain 1 of your 5 a day and they still have the same great taste our shoppers know and love.

“As a brand, BEAR continues to add value into the category, for both retailers and our shoppers, whether that’s through our innovation and flavour development, such as our NEW Tropical Yoyos, our recent on pack partnerships with the Natural History Museum and Water Babies, or our collectable cards, which little ones just love to collect.”