The Dried Fruit, Nuts & Seeds category typically over-indexes to older shoppers and we wanted to find a way to reach families and younger shoppers in order to grow both category and brand penetration. We discovered younger shoppers have a broad repertoire of snacks and they’re twice as likely to choose healthier snacks compared to older shoppers*. We also knew that these younger, healthier-snacking shoppers prefer tropical dried fruits and above everything else –taste and flavour are king!

Armed with that insight, in September 2022 we launched Whitworths Fusions, which went on to win Product of the Year 2023 in the Dried Fruit Snacks Category, and scored above the category average in Kantar’s Dried Fruit Snacks Report (survey of 8,000 people) across appeal, advocacy, uniqueness, relevance, and excitement.

Whitworths Fusions is a new and exciting taste sensation combining delicious tropical fruit with 100% natural flavours that make every bite irresistible. With three varieties for consumers to choose from: Strawberry flavour Mango (75g), Watermelon flavour Papaya (80g) and Coconut flavour Pineapple (80g).

Across the Whitworths Fusions range they are all vegan-friendly, a source of fibre, and packed full of natural goodness. What makes Fusions so mouth-watering for consumers is that the fruit is sourced from the Philippines where it is soaked in its own delicious juices to make it extra juicy and succulent. The tropical dried fruit is then tumbled in with 100% complementary natural flavours that make every bite irresistible.

Perfect to snack on at any-time of the day, this delicious little treat will make life extra tropical. Utterly convenient and mouth-watering too, this tasty tropical paradise awaits you.

*Mintel UK Consumer Snacking Report 2022.