Humdinger Relaunches its Kids Fruit Snacking Ranges
Humdinger, the leading UK producer of natural snacks, has relaunched two of its kid’s fruit snacking ranges following extensive consumer research*.
The fruit snacking brands, The Fruit Factory and Humzingers are both sporting fresh new looks with the aim of communicating more effectively with the consumer in order to satisfy their demand for healthier products.
With its new eye-catching packaging, Humzingers will continue to cater for 1-5 years old but will be relaunched in Tesco, Waitrose and Sainsbury’s as single flavoured multipacks, rather than the multi-flavours previously sold. The gradual roll-out comes as the research revealed single flavours, such as strawberry and raspberry, are the most preferred choice with shoppers as flavour continues to play a significant role in the consumers purchasing decision.
The flavoured fruit sticks are made from dried fruit, fruit puree and natural flavouring. Made with 100% fruit and counting towards children’s 5-a-day, the sticks only contain naturally occurring sugars and are gluten free, appealing to the competitive health-conscious market.
Carl Widdop, Brand Manager at Humdinger, commented: “We’ve become aware that children don’t like all the flavours and this highlights a concern about waste – one questionable flavour can lead to a loss in sales.
“This exciting new packaging helps to greater highlight the brand’s personality, which we hope will also improve its stand-out on shelf. We’re looking for the packaging to appeal more strongly with families by communicating the brands strong health credentials more effectively.”
With its new fun and engaging packaging, The Fruit Factory range is also being relaunched in the multiples as the brand continues to offer a healthier alternative for children aged 5-11 years.
Listening to the consumer research, the brand has relaunched four of its formats; Fruit Strings, Fruit Hearts, Fruit Stars and Fruit Wheels. Remaining conveniently portion packed, the Fruit Factory’s re-designed packaging further aids its shelf stand-out and aims to capture the attention of parents and children alike.
Carl added: “The Fruit Factory and Humzingers ranges offer a healthier snacking alternative and with the introduction of the new packaging, their new brand identities now truly reflect their strong credentials within kid’s fruit snacking.
“The fruit snacking market has experienced a high level of change since the Fruit Factory and Humzingers brands were launched. Consumer research has enabled us to further understand consumer changes and the competitive landscape within kid’s fruit snacking and has therefore allowed us to develop both brands. The new pack designs have real shelf appeal and we’re hoping they’ll help to further drive sales.”
*Consumer research on understanding kids fruit snacking by Humdinger, 2016. The research consisted of 6 x 1-hour in-home mum and child depths, 6 x 90-minute in-home friendship groups, 8 x 1 hour in-store accompanied shops and 500 x 10-minute online survey.
