Fruit2day® Goes 'Batty' with New Products and Campaign to Keep Fruit Consumption Fun and Flavorful

BROOMFIELD, Colo., March 15, 2011 /PRNewswire/ -- The 2010 Dietary Guidelines for Americans are reiterating the need to "fill half our plates with fruits and vegetables at every meal and snack" while National Nutrition Month (March) urges Americans to "eat right with color." Fruit2day is taking the recommendations to heart by creating two new offerings of real premium fruit juice blends tailored for the morning occasion and the summer season. The brand also is launching a new ad campaign that takes a fresh approach to fruit enjoyment.

For half of consumers who say they skimp on breakfast(1), Fruit2day Morning is a satisfying real fruit smoothie with 7 grams of protein, 5 grams of fiber and delicious bits of fruit. It will be available in two flavors: Strawberry Banana Sunrise and Triple Berry Sunshine.

"Consumers know fruit is important. We're finding that they overwhelmingly love eating it. It's fitting fruit into every day that's not so easy. With our new products and campaign, we've set out to remind them how Fruit2day makes it both easy and delicious while keeping them happy and healthy," said Erik Carlson, brand manager for Fruit2day.

Fruit2day Special Edition: Summer Lovin' combines two refreshing flavors, ripe raspberry and tart lemon, with bits of real fruit that is ideal for the warmer weather months. Summer Lovin' is the latest offering from Fruit2day's Special Edition line, which introduces a new flavor every six months. Both new varieties will be sold in 6.75-ounce bottles and will be available in stores starting in April.

First new ad campaign in two years stars fruit bats

Fruit2day also is launching its first new advertising campaign since the product was introduced in the U.S. in 2009. The campaign, created by kirshenbaum bond senecal + partners, will include three humorous 15-second television commercials that star two animated fruit bats with charming British accents who have recently discovered Fruit2day.

"The campaign is designed to play up the fun of eating fruit and to remind people that getting their daily fruit intake can be as simple as drinking it from a bottle," Carlson said. "Who better to deliver that message than two of the world's best-known lovers of fruit – fruit bats?"

People may not instantly see a connection between bats or fruit, but will discover how fruit bats pollinate many fruits around the world like bananas, mangoes and peaches.

The first commercials will begin airing March 14 on national cable stations including ABC Family, Bravo! and Food Network. Commercials that specifically highlight Fruit2day Morning will begin later this year.

HERO/WHITEWAVE, LLC

Hero/WhiteWave, LLC is a 50/50 joint venture that brings together the expertise of Dean Foods' WhiteWave Foods division with Hero Group. The joint venture, based in Broomfield, Colorado, serves as a strategic growth platform for both companies to further extend their global reach by leveraging each other's established innovation, technology, manufacturing and distribution capabilities over time. Together, they have introduced American consumers to new innovative chilled fruit products.

(1) International Food Information Council 2007 Report

SOURCE Hero/WhiteWave, LLC