The Fruitini brand currently comprises mini pots of fruit. The Squeezie pouches will be resealable and are designed to enable children to pour the product straight into their mouths.
The range, which will be available in apple, strawberry and blackberry flavours, consists of 99% pure fruit and fruit juice and 1% natural fruit flavour and vitamin C.
According to Del Monte, Squeezie will be the only brand in the sector that can make 'no added sugar', 'good source of Vitamin C' and 'one fruit portion' claims, with the latter appearing on-pack.
Del Monte hopes Fruitini Squeezie's bright, interactive packaging, combined with its credentials as a real fruit brand, will appeal to adults as well as children. Packs were designed by Parker Williams.
The company expects Squeezie to increase Fruitini's share of the ambient dessert market from 5.3% to 10% by 2006.
Squeezie's launch is being supported by a 拢1.5m campaign across the Fruitini range. This includes TV ads, which will be adapted for cinemas to run prior to children's films over the summer.
A national press campaign will target children and parents at back-to-school time during the summer and early autumn.
A promotion in children's magazines will also offer the chance to win family weekend breaks and bikes. The campaign, by Euro RSCG London, will continue the 'Go mad for real fruit' theme, which broke in February.
The Fruitini Squeezie pouches will be on sale in major supermarket chains, priced 59p.
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