Embargoed MEDIA STATEMENT
Noon Friday June 7
A World First Kiwi Food Product Puts the Can on Notice
Kiwi innovation has created a world first that’s putting chunky fruit into pourable pouches for adults and teenagers.
Just as juice has gone from bottles to cartons, fruit processor ENZAFOODS claims it’s the beginning of the end for the
can.
The new “FreshFields’ Fast and Fruity” pouch range is being launched in Australia and New Zealand supermarkets from today with sales expected to exceed $4
million in the first year.
ENZAFOODS sales and marketing manager Dave France said the company was taking consumers where they had never been before
– “juice has gone from bottles to cartons, now real chunky fruit will now be sold in re-sealable pouches.”
“No longer will you have to use a can-opener, or worry how to store what’s left over in the fridge. You can re-seal and
keep it in the fridge for up to five days – no waste, no mess.”
“Baby food and puree fruit is in pourable pouches, but there’s nothing for anyone over the age of 10.
“I guess you could say the days of the can, could well be numbered.”
Mr France said it’s not only the packaging that sets this food innovation apart, but the formulation of “chunk and bite”
that’s giving consumers a new experience - gone is the syrup or juice that comes with preserved tinned fruit.
The product has earned ENZAFOODS its first retail export deal into Australia’s fast moving consumer goods market –
securing supermarket giant COLES with over 750 stores across the country stocking the range from today.
Australian retail expert Darryl McCowen, managing director of DMAC Group, said the Australian market is extremely hard
to break into but when he took the Fast and Fruity range to COLES they grabbed the opportunity to be first to market.
“They were excited about the innovation in a product that will revitalise the declining canned fruit category.
“There’s been nothing new to grow this category, young people don’t buy canned food anymore, they want portable food
that suits their busy lifestyles,” Mr McCowen said.
For ENZAFOODS, Fast and Fruity is the first in a new direction of product innovations. The company has invested over $15
million in developing added-value production technology in Hastings and Nelson including a new $8 million processing
line at its Hastings-based operation.
“By processing and packing the fruit in a smarter way, we are creating huge demand for premium value-added products
under the Freshfields brand that is delivering profitable returns to the company and helping grow the economies of
Hawke’s Bay and Nelson.
Until now the company has mainly been processing apples, the Fast and Fruity range has seen it move into peaches and
berries.
Mr France said ENZAFOODS has injected new life into one of the oldest supermarket categories, canned fruit –with a
product for the future.
“We’ve looked at consumers’ lifestyles, what and how people want to buy their fruit – it’s got to be fast, convenient,
healthy, with great taste and safe to keep.”
Designed as a quick and easy breakfast to go on your muesli or ingredient for making anything from smoothies and baking
to ice blocks and pancakes, Fast and Fruity targets the family, home cook and active fruit-loving consumer.
Retailing at NZ$4.50 for a 500ml pouch in four flavors – it’s 100% fruit.
ENDS