Del Monte’s fruit snack brand Fruitini has been relaunched in plastics pots and given a cheerier image with the aim of cornering the children’s lunchbox market.

Working with consultancy Parker Williams Design, the brand is being repositioned as an ‘everyday primary school lunchbox fruit snack.’ The old design was found to lack shelf standout and was too adult for children, lacking in fun and fruitiness. The packaging was also seen as a barrier to purchase and usage, with consumers demanding a move to lunchbox friendly plastics pots.

“The fun, fruity explosion and impactful colours appeal to kids without having to rely on characters – which they saw as being un-cool – while the illustrated fruit pieces, reinforced by the Del Monte branding, gave complete nutritional reassurance to parents,” said Tamara Williams, creative director at Parker Williams.

The pots were supplied by EDV based in Spain, with plastics sleeve labels provided by Fuji Seal Europe.