Hero, the Swiss-based food group, says it is introducing a new category of ‘drinking fruit’ to the UK. Fruit2day combines fruit pieces with purees and juices, to provide the equivalent of two portions of fruit in one 205ml bottle.

Available in three variants, the product is aimed at busy consumers looking to get the recommended five portions of fruit and vegetables a day. It has already been successfully launched in Holland, Germany and Spain and is backed by an £11m marketing campaign including TV advertising and an extensive sampling programme.

Richard Ilsley, managing director of Hero UK, says: “The launch of Fruit2day is an exciting development in the chilled drinks category. The brand aims to take the faff out of eating fruit, and by pricing it at under £1, it makes an affordable snack option for people throughout the day.”

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