Dole Launching Campaign Touting Healthy Frozen Fruit
In support of its new line of over a dozen fresh frozen fruit varieties, Dole Food Co. is planning a nutrition program for launch into supermarkets nationwide.
“We’re not just introducing a new product line. We’re introducing a healthy-eating solution. We’re making it easier for Americans to get a colorful variety of fruit into their diets every day,” said Dave Spare, VP-marketing, Dole Packaged Foods Company, in a statement made yesterday. The frozen fruit line was launched in test markets in Spring 2005, and is now rolling out across the U.S.
According to Paul Panza, Dole Packaged Foods Senior Business Manager for Frozen Fruit, the company will support the launch of its frozen fruit line with in-store merchandising, free standing inserts, consumer promotions, p.r. and trade advertising communicating the key nutrition and taste benefits of DOLE Frozen Fruit. Swardlick Marketing Group of Portland, ME has signed to develop the program content.
“We’re going to change the way people think about frozen fruit, making sure consumers across the country know that frozen fruit is an everyday, nutritious staple,” said John Sauvé, Swardlick Marketing Group’s Food & Nutrition Practice Managing Director.
The Food and Drug Administration recognizes that freezing fruits and vegetables locks in nutrients, allowing frozen produce to be labeled as healthy. “The ‘as nutritious as fresh’ message is an important health communication point for consumers who know they should get more phytochemically-rich fruit into their diets but need convenient, easy solutions to get there,” Sauvé said.
