Del Monte has introduced a new extension to its Fruitini brand with Fruitini Squeezie.

The Del Monte Fruitini Squeezie range is expected to increase the brand’s share of the ambient dessert market from 5.3 per cent to 10 per cent by 2006.

Fruitini Squeezie is a crushed fruit snack targeted at children between four and nine years old, and comes in three flavours – apple, blackcurrant, and strawberry. The recipe is 99 per cent fruit and fruit juice with the remaining one per cent made up of natural fruit flavour and vitamin C. Each 90g pouch (rrp 59p) can be resealed and provides one portion of the recommended five-a-day.

Caroline Tuffs, senior brand manager of Del Monte Fruitini, said: “The launch will bring excitement and revitalisation to the ambient dessert sector and we expect this investment to fuel and sustain growth within the category.”

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