Delhaize Pushes the Envelop With Junk Fruit

Belgium based grocer Delhaize is on a mission to get customers to eat more fruit with a new initiative that encourages people to opt for “junk fruit” instead of junk food. The retailer has been focused on health for more than a decade; Junk Fruit is one of several initiatives by which Delhaize is encouraging a more balanced lifestyle.

Fruit is an important source of vitamins, minerals, fiber, and antioxidants, but Belgians don’t eat enough of it: only 9% of the population gets the recommended amount of 250 grams of fruit – or two to three pieces – daily. Through its Red Table initiatives, by which the grocer solicits input from customers so it can offer solutions to their daily food challenges, Delhaize found out that eating more fruit was a challenge its customers wanted help with.

So, the retailer decided to launch a Junk Fruit private brand range of delicious fruit that can be easily eaten on the go. Though customers like the taste of fruit, they find it too hard to eat – unlike vegetables, fruit is often not an integral part of a meal but must be peeled or cut into pieces and eaten separately, and it’s not always easy for customers to find the time. Delhaize selected fruit for the range and prepared it to be as easy as junk food to take along and eat, whether customers are in front of the television, in the car or at their desks.

Junk Fruit is just one of the healthy initiatives Delhaize has introduced in recent years, including the successful magic vegetables promotion and the reformulation of products to reduce sugar or salt or increase fiber. Delhaize’s healthy initiatives are focused on making life easier, tastier and more balanced: helping customers to eat better and make a big difference in their lives without requiring them to make drastic lifestyle changes.

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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.