Fitch takes the fun and fruity approach

Fitch has created the brand, packaging and naming for Frootz, a new concept in fruit on trial at Waitrose and Alldays stores.

Baking client Whitworths appointed Fitch to take exotic dried fruits out of their traditional ingredient niche and into the burgeoning snack market.

“We wanted to promote the positive qualities derived from fruit but avoid an overt health message,” says Fitch senior designer Carol Dean.

The resulting four-strong product range – Apricota-rama, So Very Berry, Raisins to be Cheerful and Fruit of the Gods – are primarily aimed at women in their 30s and children.

“We wanted to take a not-so-serious approach, so we came up with these names which are more suited to the confectionery sector,” adds Dean.

If the pilot is successful the snacks will roll out nationwide in the new year.