‘Far more than a snack’: Dole touts new Fruit Pops range for multiple consumption occasions
Dole Fruit Pops were recently launched in Singapore, and are essentially a 95% juice, 5% prebiotics combination that are retailed in pyramid-shaped, aseptic tetra pak packaging – but the firm has maintained that this is far more than just a regular juice.
“If I had to be absolutely strict about the classification of the product, the Dole Fruit Pops would be considered a snack - However, they were deliberately designed to be more than just that,” Dole VP and Managing Director APAC Aashim Malhotra told FoodNavigator-Asia.
“When frozen, Dole Fruit Pops can be a guilt-free frozen snack or dessert, part of a dessert as fruity ice shavings, or a substitute for ice in mocktails and cocktails; then when chilled, they can be enjoyed out of the packet as a chilled juice drink or mixer for milkshakes and cocktails and more.
“This product was crafted to be versatile and multi-format, so consumers can [eat or drink these] across multiple types of occasions. We have received interesting customer feedback of topping their ice teas, bubble teas and other beverages with the popsicles, adding an element of fun instead of using normal ice.”
The Fruit Pops are sold in supermarkets as an ambient product as opposed to being chilled or frozen, as a part of the firm’s commitment to net zero carbon operations by 2030.
“The pyramid-shaped, aseptic Tetra Pak [we use] blocks out light and air, keeping food safe and retaining colour, taste, and nutrition for up to six months even without refrigeration and preservatives,” he added.
“The high juice content in each Fruit Pop ensures they are still tasty, sweet and full of flavour even without any added sugar or additives, and contains 20% of the daily recommended vitamin C intake which improves immunity, as well as added prebiotics that help with improving and maintaining gut health.”
Malhotra added that although the product can cater for most consumers, the firm’s main target audience for it is children, and their mothers by association.
“Kids love sweet treats like ice cream and popsicles, which typically contain processed sugars and would be censored by their parents – [this is an option] made from juice and prebiotics with no added sugar, as well as free from artificial colour, flavour or preservatives, so we hope that children will still be able to enjoy tasty these treats without their parents worrying,” he said.
“Fruit Pops can be enjoyed at any time of the day – including at breakfast or as a midday snack – and not only as a dessert. This was also what inspired our ‘My Mom’s Gone Crazy’ campaign, which portrayed kids being flummoxed upon seeing their moms handing out Dole Fruit Pops without even asking, which is out of character.”
Rising demand for versatility
When asked whether multi-format products are coming into fashion and growing in the APAC region, he acknowledged this was definitely a rising trend.
“Versatility and customisation are also some of the fastest growing consumer trends, which is why the Fruit Pops were deliberately designed to be versatile in application to satisfy a variety of occasions,” Malhotra said.
“It also makes things more interesting for consumers [when they get] to have a choice in how they want to enjoy the Fruit Pops – off the shelf, chilled, or frozen.”
Another way to look at the rising demand for versatility is obvious in terms of product functionality, which he stressed is likely to be an area of focus for many food companies moving forward.
“Consumers are becoming more health conscious, not only in the APAC region but also globally [as] the pandemic has really put a spotlight on health and wellness, inspiring more people to take note of what they are putting into their bodies,” he said.
“With a growing demand for more nutritional value in their food, companies will be encouraged to innovate and develop more multi-functional products to meet this demand.
“There is also a growing awareness and demand for fortified products that combine good taste and health benefits, such as gut health and immunity improvement, which we anticipate will remain consistent.”
Dole Fruit Pops are available both online and offline in Singapore, and are also available in multiple other APAC markets such as South Korea, Vietnam, Thailand, Malaysia and more.