Online club store Boxed.com has extended its Vertex Award winning private brand Prince & Spring to a new range of fruit gummies. The retailer realized that fruit snacks is high competition, high performing category consequently they committed to entering the category with something innovative, delicious, and playful.

After a year-long development process, Boxed introduced Fruitmojis. The line represents the innovation and creativity of Prince & Spring team through its custom formulation never delivered in a private label, as well as the personable, fun packaging. The snack takes the culturally relevant form of an emoji. If they can animate our conversations, they could certainly improve snack time.

The Boxed website describes the new product this way:

“Express your snack time emotions with Prince & Spring Fruitmojis. Shaped like everyone’s favorite emojis, these mixed fruit-flavored snacks make playing with your food more fun than ever! With no artificial flavors, synthetic colors or high fructose corn syrup, these certified-gluten free snacks will appeal to your afternoon appetite and always be ready to grab on the go!”

The Boxed team worked with a collaborative supplier to create a unique formula and a great tasting product in a high-volume category. The selection of flavors was chosen using a data-centric approach to understand the most popular flavors, which was then reinforced by intensive taste testing. The Six flavors include Flame – Cherry, Heart – Strawberry, Pizza – Orange, Smiley – Fruit Punch, Money – Apple, and Poop – Grape.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.